"Young feller, I like the product and Fm going to buy it. But let me give you a word
of advice: You talk too darn much." What's true in selling is true in everything ...
HOW
TO MAKE YOUR DAYDREAMS
COME
TRUE
HOW
TO MAKE YOUR DAYDREAMS COME TRUE by
ELMER WHEELER Author of
How
fo Sell Yourself fo Others}
S/zz/emcms/irp; Tested Public Speaking;
Tested Sentences That Sell
Some are achieve
born
great
greatness,
have greatness
thrust
and
others
some
upon them.
Shakespeare XII
New
York
PRENTICE-HALL, INC. 1952
Copyright, 1952, by
ELMER WHEELER AH rights reserved. No part of fhh book may be reproduced in any form, by mimeograph or any other means/ without permission
in
writing from fne author.
LC. Cat. Card
No.: 52-13353
PRINTED IN THE UNITED STATES OF AMERICA
TO LINDA
BETH,
WHO
WILL READ THIS SIX
YEARS FROM
NOW
WISHES WERE HORSES
IF If
be
you were offered three wishes right now that could and would through sheer magic by a fairy godmother, what would
fulfilled
they be?
new
Would
clothes ... a
they be wishes for success money . travel . . new car ... a home ... or to marry a handsome .
.
.
.
.
.
prince or a beautiful princess? All these things: your success in
home
a
car,
to be
your dreams
proud
of,
life, your bank account, a beautiful a wonderful mate, are proportional to
your daydreams!
And here, at long last, and for the first time seems to be the
practical, the
form your wishes, your and this secret works as
own
I believe
how
to trans-
desires, and your daydreams into realities surely as if you had a magic wand in your
hand!
An In
in this age,
workable Big Secret of
this
era of colored
Incredible
TV
Power
pictures,
rockets,
radar, guided
the
harnessing of the incredible power of the atom, and man's mind probing more and more into the unknown, it is not beyond the realm of understanding that a man has discovered this secret . Or, in the interests of the absolute truth, he has perhaps rediscovered .
it
out of the unrecorded civilizations of the
past, since there
.
must have
been some foundation for the theory of the philosophers of old who believed sincerely that "Casdes in Spain" could be turned into real stone and mortar.
The man who has
discovered (or rediscovered) this secret
is
Elmer
Wheeler, a Sales Engineer and Consultant of international renown,
He
is
famous for his unparalleled "Word Laboratory" and library of He is famous as a lecturer and is well known
"Tested Selling Words."
everywhere as the "Sizzler" since
known
He is
it
was he
that created the well-
selling phrase, "Sell the Sizzle, not the steak."
a noted author, having written such books as Tested Sentences
Iff
viii
That
Sell,
Tested Retail Selling,
Fat Boy's Boo^ and many more sands of
men and women
A
How to tested
Wishes Were Horses
Sell Yourself to Others,
The
works that have helped thou-
to achieve a lasting success.
Master Formula
Elmer Wheeler's Master Formula, contained in this new book, is in the following easily read pages developed and blueprinted for you as any matheas a true and exacting science, as workable today matical or chemical formula to be found. out of your daydreams and into Getting your wishes and desires usable a as power of great force is, to this your objective grasp can master in the of author, a matter "simple engineering" that you it takes you to read these pages. that time of length This is, perhaps, not a new theory nor a new science, but, most a new power (for you is a new force certainly, this Master Formula
who
will use it) in the
in order to convert
"HOW"
them
of saddling your wishes and desires you can ride to success.
into horses
1,000 Times Tested
As proof, that this Master Formula does and will work for you, Elmer Wheeler offers the successes of 1,000 men and women.
They
are the people about
whom
he has written in his newspaper
column, "Success Secrets" published through General Features Syndicate, during the past five years.
When
he asked each of these 1,000 successes what they considered
the secret of their success to be, he discovered a theme a thread, if you please running through all of the answers. This theme, or thread, under close scrutiny proved to be a loose or general pattern! In a keen analysis of this pattern he reduced all answers to their
very essence and in this essence he discovered the Master Formula six basic rules, that, through their conscious or unconscious use, had
made
these 1,000 people a success. Six Basic, Simple Rules that you can use!
Wishes Were Horses
If
ix
Not a Miracle Although these
which led, by their use, to the success of work in a magic manner, there is, in the true may
six rules,
these ijooo people,
sense of the word, absolutely nothing magical about them.
They
are practical
and workable in the everyday
sense of these
two
words! Best of in
life.
all,
The
they are practical and workable for us "litde people" 1,000 successes of whom Mr. Wheeler has written do
not include the Fords, Wanamakers, Edisons, or others records as "Big
Those of
whom
came include
whom
history
Men." he writes and from
whom
GFs who daydreamed
the
plumbers, small boys success since the last
.
.
.
people,
war
most of
this
Master Formula
in the trenches, housewives,
whom
some of them even
have attained
millionaires
their
but every-
one an undeniable success through the use (knowingly or unwittingly) of the six basic rules contained herein. So, although there
is
more than a passing
would help the genius or
possibility that this
to help us "litde people". .. the
man
book
primarily intended in industry, the bookkeeper,
financial wizard,
it
is
the girl behind the ribbon counter, the bootblack, the truck driver
every
man
things of to
come
. .
.
woman who wistfully wishes for and desires the better life, who daydreams about them and wants their dreams or
true.
A
Parallel of Horatio Alger
The
people you read about in this book could very well be your neighbors! Very often their success parallels that of the heroes and heroines of Horatio Alger's novels.
They include the boy who invented a paring knife, the man who invented the zipper, a GI who founded a radio firm from a wheelchair. They are boys and girls, men and women, the kind you hear and
see striving for success
on an "amateur hour" radio program or
the ones you read about in "business success" magazines. They are people such as yourself, people who want to improve their lot in life,
become
better people, gain success
This fascinating book
is
and position in
for you! You can make your wishes,
life.
desires,
x
If
Wishes Were Horses
and daydreams pay handsome dividends through the application o the six simplef basic rules in this Master Formula! This amazing publication
DAYDREAMS COME TRUE! for
you
if
you
will but let
HOW
MAKE
YOUR TO you and the Master Formula will work
tells
it!
NELS KONOLD
CONTENTS PART
What
I
the Secret of Success? 11 Money? "Pud ? Education? Is
CHAPTER 1.
2. 3. 4.
PAGE
WHO CAN BECOME A
SUCCESS? LUCK IS NOTORIOUSLY UNRELIABLE THERE ISN'T ENOUGH "PULL" TO GO AROUND MUST YOU BE BORN WITH MONEY TO BECOME A SUC-
...
CESS? 5. 6. 7.
8. 9.
10.
.
.
22 27 34 39 46 52
.
.
58
EDUCATION NECESSARY TO BECOME A SUCCESS? IS SUCCESS DUE TO WHERE YOU'RE BORN? HOW IMPORTANT IS AGE IN GAINING SUCCESS? IS SUCCESS FOUND ONLY IN BIG CITIES? IS SUCCESS FOUND AT THE TOP OR THE BOTTOM? HOW LONG DOES IT TAKE TO BECOME A SUCCESS? IS
.
.... ...
PART
3 10 15
II
The Master Formula for
Making Your Daydreams Come True PAGE
STEP 1.
2. 3.
DECIDE PUT IT
WHAT YOU WANT
ON PAPER KNOW WHERE TO START
5.
SET IT IN MOTION DON'T SETTLE FOR LESS
6.
RECOGNIZE
4.
ITS
67 75 80 87 92 97
,
ARRIVAL
PART
III
More Keys to Success PAGE
CHAPTER
K 2.
THINK "HOW" THE DAY OF HORATIO ALGER IS NEVER OVER DON'T THINK "IF"
105 .
.
.
.111
Confents
xli
PAGE
CHAPTER
ASSOCIATE YOURSELF WITH SUCCESSFUL PEOPLE GET EXCITED AND EMOTIONAL ABOUT YOUR DREAM WHAT TO DO WHEN YOUR DREAM MEETS AN OBSTACLE THE BRAIN AND THE SILENT DOG WHISTLE THREE BOGEY MEN WHO WILL TRY TO STOP YOUR DAYDREAMS FROM COMING TRUE THE ONE BIG REASON PEOPLE DON'T SUCCEED
3. 4. 5. 6. 7.
...
3.
PART
118 124 129 134 143 154
IV
25 Actual Case Histories of
People
Who
Turned Daydreams into Success PAGE
CASE 1.
WILLIAM BRENNER
2.
HOWARD
3.
JOHN HOLMES
4.
ROBERT
5. 6.
7.
DODGE
(SPARKS)
P,
GUST
EDWARD BOK JOHN WILLYS HENRY GREENSFELDER
10.
BILLZIEGLER BRADLEY DON DAVIS
11.
ROBERT HERZ
12. 13.
ED PRICE FRANKLIN
14.
MY OWN GRANDMOTHER
8. 9.
15. 16. 17. 18. 19.
20.
C. C.
181 J.
LUNDING
LEO CORRIGAN MARIAN BIALAC THE MIDWEST HOUSEWIFE THE FACTORY WORKER RICHARD BARANCIK THELMA BRUNDAGE G.
160 162 164 166 168 170 172 173 175 177 179
COOKE
21.
T.
22.
JANET AND ERNEST JARVIS
23.
ASA
24.
WILLIAM FOSTER
25.
MRS, TOY LEN
182 183 184 186 187 188 189 190 191
PHILLIPS .
GOON
,
192 193 194 195
PART
What
Is
I
the Secret of Success?
Money?
"Pull"? Education?
Chapter
I .
WHO CAN
BECOME A SUCCESS?
Sitting bac\ thinking, "If I had a million' is li%e the grasshopper playing his fiddle while the little ants are figuring, "How can I get a million?" Anybody can be-
come a
success.
How
WOULD YOU wishes come true?
How real-life
own
like a
"magic formula" to make your
would you like to turn your Castles in Spain into that you can touch, see, feel, and hold in your very
hands ?
you can add one and one and always get two, you can use this formula for it is that simple. If
Have you ever stood at your job, sat in a Pullman, paused a moment at your factory bench to daydream
or of
meeting some fair prince or charming princess ? Have you ever dreamed of being one of the most respected members of your community, with a big house, big car, and everything that goes with them? One plus one mil always get you twol
As and
a
woman
have you ever looked
sighed, "If only I
had a million
at
a fashion magazine
dollars I'd
buy those
clothes ?"
As you worked
in a rich man's 3
home
adjusting his radio
Who Can Become a
4
Success?
or dish washer, painting, decorating, or doing odd jobs of has he all this why have repairing, have you ever said, "Why I so little?"
Ever put your nose against a travel-bureau window and dream of visiting many foreign lands, foot-loose and fancyfree,
no
job worries,
Ever yearn
to
no money
troubles?
have a good paying executive position? a formula to make these dreams come true
Well, at last, has been put into the grasp of every one of us.
Making Dreams
Some
Come
True
a newspaper
years ago I started
column
called
Success Secrets.
It is
made
the secrets that have
It tells
not the stories of famous Fords
Mary and
Charlie and
GI
ordinary people rich. and Edisons, but of
the people living or
Joe
working
next to you.
These average people told told
them
to
me
I
used to
me
sit
As they back and wonder what made their success stories.
their success "tick."
What
"formula,"
if
any, lay behind each success?
Could an exacting formula be made? Could you always
add one and one and get two in
success as
you did in
mathematics ?
Would
it
work
for everybody alike?
be born under certain that rare faculty of it
come Here
stars,
Or
did you have to
or otherwise be "gifted" to have
dreaming up something then making
true? is
a
GI who
sat in the
of having his
own
World War II when he came back
trenches during business
dreaming home. "No more working for others," he told himself. Then he dreamed of using Jus ability to carve to make pipes
Who Can Become a
Success?
5
that "fit the personalities as well as the
mouths" of people.
Today he is making a small fortune up in North Dakota. There is a man just outside of Erie, Pa., who was stuck with a roadside stand. Everybody passed
him
by.
He dreamed
of
being on Main Street "where people will see me." He made his dream come true. How? Well, he added one
and one and got two, and
later on Fll give you many such with actual of the 1,000 people who told me cases, names, how they made their dreams come true.
1,000 Success Secrets
When you
you can get anything
that's
been tested 1,000 times,
begin to see a similarity.
In looking over the 1,000 success secrets of 1,000 of success pattern. readers, I began to see a pattern.
my
A
A formula as easy to use as one plus one makes two, and a formula that worked equally well for anybody. My only concern for a while was: Could this formula be used by everybody, or only for a given few? One thousand readers told me they were just ordinary folks, with ordinary educations, with ordinary backgrounds,
with typical dreams, typical hopes and
They
told
desires.
me what they wanted from life, and
all
wanted
about the same things in the same order, security, happiness, pleasure, money, health, and a chance to relax and see the world.
But
I
soon saw anybody can wish for things, but few
knew how to get these wishes. Yet whea they accidentally worked near magic for them,
upon this formula, it was that good and that
hit it
simple.
For remember, magic
is
simplicity!
Who Can Become a
6
a Book
Why It takes It first
four books to
in
tell this
Success?
Four Parts? fascinating story.
could not possibly be done in one book. The reader must be "conditioned" before he can fully appreciate
and grasp the formula. in this
Only
Much
must "condition" a patient he will
as a doctor
operate on, so to be
will the formula "take."
way
must the reader be placed in the proper mind to the formula.
most receptive
call Therefore, Part One, or section one, as you might is
Do not $%ip designed to "condition" you. the formula! Part Two then gives you
it,
it!
After which you are given "proof of the pudding" in Part Three with most convincing evidence that the formula has worked for 1,000 people and
is
therefore 1,000 times
tested.
Part Four contains the stories of
women, and
children
who
many
of the 1,000
men,
have appeared in our newspaper
column, Success Secrets, as final documentary evidence that you, too, can
become
The
other day
the person It
who
happiness, money, health,
Why
you are "made."
life.
a Big Success Today
I'm
You may have
a millionaire in
I
worry?
heard an old
he
story,
but
it still
answers
therewhy worry?" William Wrigley, the chewing gum
figures
concerns the late
and figure that
is
"already
king.
One train
day, the story goes, Mr. Wrigley
between
New
was riding on a
York and Chicago with a friend who
Who Can Become a
Success?
7
him why he continued
to spend so much money on and advertising publicity. "Your gum is known all over the world," he said. "Why don't you save the millions you are spending on sales promotion?"
asked
Mr. Wrigley thought a minute and then asked,
"How
fast is this train
going?" "About 60 miles an hour,"
his friend replied.
"Then/* asked Mr. Wrigley, "why doesn't the railroad
company remove the engine and
let
the train travel on
its
own momentum?"
My guess
is
that
you and
I
can use Mr. Wrigley's business
philosophy in our daily lives as well as in our business. Five Rules for the Person It takes
Who
time to read a book on
bigger and better success in
life,
Soys, "I'm Too Busy"
how
to
become an even
so I can also hear
many
of
you say you are too busy to have time to read. You are usually busy talking with friends, acquaintances, the bosses, the employees
with interviews about your
busi-
ness.
you could cut "conversation time" in half, you'd have plenty of time for more pleasures and for reading. So here are five Rules to cut down on "conversation," If
whether 1.
it
Mafe
be with a friend
Mdjk
3*
lot of
hems
to the point in 10 seconds.
your conversation helpful. Don't take time be-
littling things
starts
or a customer;
your conversation snappy. Avoid a
and haws. Get 2.
the boss
or peQple, as this takes up valuable time.
It
prolonged arguments, too.
^^E^ y^r
c nveTsation constantly.
The same
old
Who Con Become o
8
day in and day out
line
is
Success?
boring to others. Vary your con-
versation constantly.
arguments. People love to crucify know-it-alls. They lead you on, hoping for a downfall. All of which eats up time during the day. 4.
Don't be too
5.
Say something complimentary. Then
clever. It starts
leave.
This leaves
a fine taste behind you. Protects your retreat. Gets faster audience next
time
you a
of listeners, not arguers.
Yep, observing these five rules will save enough time daily to give you time for lots of pleasures and study.
Magic Tricks Are Simple have often watched and admired people who can do magic tricks. I'm a great frequenter of magic shops. I always try to guess how a trick is done. Often I figure it I
just can't be done.
Then it is
I
buy
it
and
it is
explained to me, and
how
simple
then.
In
fact, I
almost
feel cheated, it is so simple.
All magic looks difficult until it is explained by the magician, then we laugh at our own simplicity. The same way with success. It looks hard when we look at the rich
man
sitting in his
by a chauffeur,
eating
champagne. Yet once he
us
"Why It's
didn't
tells
his
big
being driven
home
pheasant and drinking
how he did it, we
we think of that?" way with magic.
the same
office,
sit
his
back and wonder,
Who Can Become
o Success?
9
Magicians Won't Repeat
Another
tiling I've noticed
seldom repeat a
you once, but
fool
They
about good magicians. They
trick.
know
that if they repeat too
often, you'll catch on.
You'll see through their magic, and see really
In
how
simple
it
is.
fact, you'll see it isn't
The same way with become a
magic.
success. If
you watch enough people
success, you'll "see through" their methods.
You'll see
how
simple their methods
are.
You'll be able to be a success yourself, which is why so many secretaries of famous men have become top executives of corporations themselves.
They hobnobbed with saw the formula of
And if,
one and
thinly
Soon
all
their "magician employers,
behind a big desk. just one single formula:
explain
One
Plus
and
sitting
saw
Dont thinly
how.
I'll
55
what
I
mean.
One Always Adds Up to Two
2.
Chapter
LUCK How
IS
NOTORIOUSLY UNRELIABLE
Important
is
luc\
how
breads" in becoming a success? cessful people told
I
ASKED 1,000 of
my
valuable
Here
is
"getting the
what
is
i f ooo suc-
me.
newspaper readers
how
important was
luck and "getting the breaks" in their success. All of them told me that luck is unreliable. That to easier *w * ,.
it
own ..
"pull."
Pork Bench Dream
what
will
happen when you dream on
you keep your eyes open. than 46 years ago, G. I. Plummer 15
sat
down
There
16
on a bench
across
Isn't
"Piilf" fo
Enough
from a car barn.
And
Go Ground
because he
was
tired and broke he decided to look for a job with the street that operated the barn. He got a job sweepcar
company
ing
floors.
Today Plummer
is
one of the headmen of the firm, one
of the largest in the South.
been
sitting
made
on
a mistake.
outskirts before
But Plummer wouldn't have
bench back in 1906 if he hadn't had gotten lost and had walked to the
that park
He
coming
to the park
and the
That mistake turned out to be a Plummer, however, because he used
car barn.
"success
secret" for
his opportunity.
At
cornights he attended school, took a practical drawing respondence course, and enrolled in the famous Alexander
Hamilton
As was
Institute for business training.
a result, Plummer's progress to the top of his
steady.
school isn't
Recently as the Isn't
company
But the hard work of night and correspondence all
of his story.
Plummer
attended a celebration in his honor
man
with the longest service with his company. that a real climax to a dream that started out on a
park bench? "Pull
When how
what
Can Be Manufactured
you read the Master Formula
to manufacture as
But "pull"
A
11
is as
much
"pull" as
you'll quickly see
you want.
deceitful as luck is unreliable.
general was asked to give a speech. to talk
He
didn't
know
about
On entering a meeting room he noticed a
sign
on the door
that said, "Push."
Standing up in front of his audience he said, "If youll
Tftere Isn't
Enough "Pull" to
Go Around
17
turn and look at the sign on the entrance door you'll see in
one word the big secret of how to become a success." The audience turned to look at the door. Naturally they saw the inside of the door, not the outside as had the general.
They
read, "Pull."
P.S.
Even
"pull" has been
this
marshals! Doors must open out in the same audience today
would
see the right
"Push" Not "Pull"
The
had an
general
For he knew,
as
did
idea.
my
removed by most meeting
He
Is
alert fire
places, so
word
"push."
the Secret
just mis-fired
1,000 successful
on
it.
men and women,
You
"push," not "pull," that makes you a success. can push your way to the top.
It is
too hard to pull your
that
it is
It is easier to
Watch any
He
pushes
Try
way
up.
push a wheelbarrow than to try to pull
it.
successful laborer.
not pulls.
this yourself.
"Pull" Is Limited In Extent
There
is
"Pull"
is
not enough "pull" to go around.
always limited.
When
they do get "pull" weakens you.
it,
Few
get
it.
they are apt to
muff
it.
Because
Trying to get "pull" with the boss, with a customer, with a friend, with the Lord is a waste of time. Better to push to
than to
pull.
be passed around by the
friend.
"Pull"
is
limited in scope.
For there
isn't enough "pull" the boss, customer, or the
There
18
Isn't
Enough "Pull" fo
Go Ground
the beggar sitting on the park bench. He's waited all of his lifetime for the "pull," the "break" that never comes.
Ask His
occur,
momentum he
is
low
at
when
ebb, so that
isn't able to capitalize
on
it,
to put
it
"pull" does
to advantage.
"Push" would have done him more good. "Pull"
Only Good for Boot Straps
Is
About the only time "pull" helps is in putting on You can pull them on easier by the boot straps. It
"know-how"
is
that gives
you
this
sort of
boots.
"pulling
power." is not. "Pulling power" is good. "Pull" You can, in fact, pull yourself up the ladder of success.
It is
hard to be under yourself
to give
you push. You pull
up by will-power, by thought. Lean on "push" instead. Curtis Sanford got fired from an Alabama drug store. He
yourself
Just don't depend on "pull"
some day with a Cadillac with gold would be glad to give him "curb
told his boss he'd return
fenders,
and the
boss
service."
Curtis
went
to Texas, not in a Cadillac, but a bus.
He
had no "pull" with anyone. But he got the idea of making the famous Cotton Bowl into another Rose Bowl for New Year's games.
Curtis has lots of "push"; thus so successful
the City Fathers of Dallas finally over."
They bought him
didn't have gold fenders
horns in front of Ill bet they
it
came
out. Curtis,
on
his
to
when
was he
that
him and "took I last
saw him,
Cadillacbut the brace of
sure looked gold!
made
a fine toot
of that drug store in Alabama!
when he
pulled
up
in front
There
Go Around
Enough "Pull" to
Isn't
Shall
Some people change haven't got "pull"
I
My
Change
19
Job?
their jobs because they think they
where they
are. "Pull" in
a job
is
not im-
What
is important, when you consider changing then? Here's what I think. your job It's a funny thing, but job changes don't always work. If
portant.
you find about
it
too hot in
New
Orleans to work, you'll beef
being too cold in Minneapolis. You can get along just as well on the present job as one that looks better somewhere else; but put yourself and this it
other job to this test. Then you'll know whether to the move before you use my formula: 1.
Do
make
have enough training and experience to be pretty
I
sure of doing well at the other job
?
In the long run, can I expect a better salary on the other job than on the one I'm holding? 2.
3.
Are the working conditions
present one? Is the other job as likely to be steady as the one
as those of 4.
of the other job as
good
my
I
have
now? answer to more than one of these questions is "definitely no," then it would be better to stick to the job If the
you have,
as a general rule.
of the four
is
"yes,"
Even
if
the answer to every one
go slow.
Consider whether you'd be better off or worse off than now, just supposing the new job did fold up within a year or two. You must take risks to be successful, but you'll never come to the top through luck alone.
Once you do
resolve to grab
put off doing so or you
may
an opportunity though, don't
lose it
TAere
20
Use imagination
Jsn'f
Go Around
Enough "Pull" to
to look ahead!
guide you in judging what you
Use common sense to
see!
Use courage
to
make
a definite decision.
Four Words To Gain "Pull"
The kind that
of "pull"
someone
you do want with someone
like you. If that is true, here
rule to observe in order to be sure ''First
understand
I like this
is
is
to have
a four-word
you get "pull":
then spea\"
proverb given to
me by my
friend,
G. Guajardo
Davis of Mexico City. In typical Spanish styling,
it tells
a big success secret that
anyone on the top of the pile. world Only too often in our daily contacts in the business
will put
home, we speak before we understand.
or at
We are too prone to shout, We run off "half shod." If
we had
"You
don't understand
listened to the other person for a
mel"
minute or
two longer, we might have understood his point of view; then we could have spoken with more authority. Therefore, I'd suggest for you to get "pull" that you understand all you can about the other person, his views or ideas, before
Then
he'll
you
talk.
be more willing to
listen.
You've got "pull"
with him. "Push" and "Pull" Are Everywhere
When
you look upon getting "pull" as making someone like you, then you can understand why "pull" can be everywhere*
But depending too much on
when
"pull"
fails,
it isn't
too good. For often
"push" will take over.
There
Isn't
Enough "Pull" to
However,
if
you
sit
Go Around
back and
say, "If I
21
had
places/' then even "push" won't help you. So discard the idea at once that "pull"
nice to have
it,
is
"pull/ I'd
needed.
go
It is
but remember:
"Doors open easier when you give them a great big push, than if you have to pull them/'
you push them you go forward. When you pull them you must stop and back away, before the door will open. So learn how to manufacture both "pull/' when it means
When
making
friends,
and "push."
"Push" Sends Rockets Nearly to the Moon Only When They Near the Moon Does "Putt" Ta\e Over.
4.
Chapter
MUST YOU BE BORN WITH MONEY TO BECOME A SUCCESS? How
important is being born with a "gold spoon" in becoming a success in life? Can money buy success?
CAN YOU
TAKE the money you inherit and put barrel head and buy success by the pound ?
it
on the
Will money "make money?" Traveling around as a newspaperman, seeing rich all
around me, seeing successful people
own
business, or
people owning
running them from plush
offices, I
perhaps they had money to get to these top So I checked up on my theory.
men their
figured
places.
saw, for example, Charlie Wilson, former head of General Electric Company. He once worked for $4 a week. I
was a factory worker. In 1952, America, the "Land of Opportunity," he became the
John in
P. Mansfield, in 1920,
Plymouth Motors. Charlie Schwab got his start pushing (not pulling) a
president of
wheelbarrow.
The head
of
Arrow
Shirts once
worked
as
a clerk in a
retail store.
Vincent Riggio, president today of Lucky Strikes, once
Must You Be Born With Money?
was a
23
barber, then a salesman for his firm.
Today he
men had money
off.
is
the
head.
None
of these
Money
Is
to start
them
Apt To Hurt You
Money is apt to weaken your effort You hard. You relax, and then the slow turtle, the you
don't
work
so
phigger, passes
by.
Hershey, the candy bar king, once had to sell his chocolates off a little wagon. He had no golden spoon to help him. Wrigley, the chewing gum man, used to sell soap chips door-to-door to
make
a living.
he had been born with money, he might not have had the urge, perhaps would not have needed an urge, to make If
him
create the great
Money
oftentimes
chewing-gum lulls
you
firm.
falsely into over-relaxation,
and then somebody passes you by up the ladder Fame, and Fortune.
Money Giannini,
who
Is
of Success,
Not Needed
headed that famous chain of banks in
born with money. needed money. So he sold vegetables
California, wasn't
He
off a truck to get
his start.
John Hartford
started his 15,000
A&P
stores
with one
"hole in the wall" in 1912.
"Oscar" of Waldorf fame was once a bus boy.
Ralph Hix, the late head of the New Yorker Hotel, was also a bus boy and also was not born with money. It
seems
success.
money
ddesn't necessarily help
you make a
Must You Be Born With Money?
24
Look and
at the
backgrounds of
men
around you,
at the top,
were once "poor boys." you weren't born with money,
you'll find only too often they
So don't begrudge the
fact
for your chances of going to the top are better.
Golden Spoons Will Tarnish Fast
Money
gives
you a
false sense of security; that
been given to you, for then you have no way
how
has
knowing
it is.
important if, as with these
But
earn that
how
to
men
I
have
just
mentioned, you
money yourself, then somehow or other you
hang on
to
know
it.
has relative value.
It
You know how hard for
is, if it
of
it
to get
it
was
to earn
so
you make
it
hard
away.
Gold spoons tarnish fast Many a boy or
money soon loses it. Many a widow who
inherits
it
girl
loses it just as fast.
Be glad you will have to earn your money. more meaning, will buy you more happiness.
One thousand
of
born with
my newspaper story
It will
successes
have
proved
this
me.
to
How To
Borrow Money
a time when you need some money to work supplies. There is no mystery to borrowing money. Any banker
There
may come
buy a few will tell
Here
you
that.
are four successful hints to use
when you drop
around for a loan: 1.
Think out
2.
Start your conversation
the interview in advance.
by explaining exactly what
Must You Be Born With Money? you want the money
how
how
for;
25
long you will need
3.
pay Be prepared
4.
Don't promise more than you can do.
you'll
to offer
How Once you
To
some type
and
of security.
Build Financial Credit
money, you
get
it;
back.
it
will
need to build up financial
confidence in a community. Here is how: Most important of all pay the loan on time.
Bank
credit is a very important factor in your future
success.
So
establish a
good reputation and
you'll
be welcomed
back. Visit your banker.
Get
to
know him. Get him
to
know
you. It is
a lot easier to do business with people you know, and
your banker is surely one youll want to know. And he wants to know you> too.
Money But
as I've said,
Itself
money
all
Won't Work by
Spain into something real. So don't get a loan, and then all that is
itself
sit
won't turn Castles in
back and hope that
is
needed.
Worse yet, don't sit back waiting gold to make its appearance.
The chance
of
for a mythical pot of
winning a fortune on a radio program
is
very remote.
Many
a son has
made
his fortune while
he was waiting
for his rich uncle to die!
Eric Johnston, the movie
ment fame,
sold
vacuum
man and
censor, late of govern-
cleaners door-to-door.
Musf You Be Born With Money?
26
money, nor security to borrow it. Neither did Bing Crosby, Bob Hope, or other movie stars.
He had no
They made
it.
Did You
There
Know?
such a thing today as a Horatio Alger
is
Committee of 3,000 people. That this great American hasn't died
down
Awards
tradition of recognizing success
?
That here were the men who recently
won
these awards:
Ralph Bunche, 1950 Nobel Peace Prize winner, worked his
way through
college as a janitor.
Milton Eisenhower, President of Pennsylvania State College,
earned his
James
J.
way through
school as a
Kerrigan, President of
farm boy.
Merck &
Co., started
with
them
at $3 a week. Charles Kettering, General Motors research consultant,
was a telephone lineman.
Thomas
E. Millsop, President of Weirton Steel Co., began
as a laborer.
Vincent fede, Ecclesiastical figure, was a grocery boy in small Ohio town. W, A. Roberts, President of Allis Chalmers, educated him-
Norman
self
on an Ozark farm.
Remember, the day and
spirit of
Horatio Alger hasn't
died!
Dreams Aren*t Made from Gold Linings.
5.
Chapter IS
EDUCATION NECESSARY TO BECOME A SUCCESS?
Witt the library in
man
with the most diplomas and the largest town, be the biggest success?
//w i
IN OPE**
say
my
1,000 successful
men and women!
Education won't harm you, all agreed, but it is definitely not a guarantee of success. "Book learning" seems to be one thing, but "commonsense learning"
In
and
fact,
is
people
quite another thing.
who
have "sense" seem
to
go
places faster
stay there longer than people with just plain "formal
education,"
The
school
But the
room
streets of
is
important. experience seem to be better*
Take Ford For Example I call
am
told that
Henry Ford had
"grammar school"
Yet the
just six years of
what we
education.
man made money had
friends
and did
for humanity.
Would
How
a college education have helped could he have done more? 27
him more?
a lot
28
Is
Education Necessary fo Become a Success?
changed the entire mode of with his Ford automobile.
He
He made
living, for all
made farms more delightful of work for road builders.
suburbs possible
and produced lots think Henry was quite satisfied with
to live on, I
humanity,
his lack of
"formal
education."
He
didn't miss the college
he never attended.
Seven Rules More Important Than Education While, as
I say,
don't by-pass formal education, here are can put to good use to condition him in
seven rules anyone life for what lies ahead:
Try to be worth more than your employer pays you. Think in terms of how much you can do, not how little; how well you can do it, not how you can "get by." and 2. Study the people about you. Be a good listener 1.
you'll be a 3.
good leader. Use your initiative.
even
if
usually better to
It's
you're sometimes
wrong than
to
do something do nothing.
of a personal nature 4. Avoid petty politics. Squabbles often cause happy associations to fade.
Use good manners. It doesn't cost anything to be at the results. polite and you may be surprised 6. Be reliable. When an employer has a choice between 5.
and a steady worker, hell usually choose the person he can count on to do a job every day. to do and where you're headed. 7. Know what you want an
erratic genius
How The answer where next
is
to
Become "Educated
on the wall in a
York
restaurant
a sign: "Ta^e a tip from 1 had \ept my mouth $hutl"
to a stuffed fish
I wouldn't be here if
New
11
is
me
fs
Education Necessary to Become a Success?
You
when your mouth
can't learn
29
open. Close
is
it
and
you'll add to your education. Nature deliberately made your mouth to be closed and
your ears to be open. Talk ten seconds and
listen
ten
minutes.
H. K.
Curtis, the
famous magazine publisher, was a past
master of these principles. In his youth, as a young advertising salesman, he made it a point to make a fast but
complete presentation, giving his prospect ample time to
make his decision. Then he rose quickly and to be sure that his prospect
too
much
Curtis
started for the door.
knew
that
He wanted
he would not take
valuable time.
was not abrupt or
unnecessary chatter.
he
discourteous, nor did
cover completely his selling points.
And most
of
fail
He
merely excluded
all
He
Jyiew
when
to all
to
stop talking.
Charles T. Lipscomb is
pany,
another
who
Jr.,
is
president of the Pepsodent com-
impressed by the importance of
stopping before your prospect is tired. Charley tells of a trip he made as a young salesman to the mountains of Tennessee.
An
old timer sitting on nail keg in front of his mountain
long sales presentation and finally told
store listened to a
Lipscomb:
"Young it.
But
let
me
the product and
Fm
going to buy give you a word of advice: You talk too darn
feller, I like
much." What's true in
selling is true in everything
yourself out of success. Listen to
don't talk
what the other fellow has
to say instead* You'll get a real education that way.
30
Is
Two
Education Necessary to Become a Success? Steps To Success Without Education
While formal education "never hurt nobody," ambition and drive will replace a lot of years in school. Anyone with normal intelligence and who has a reason to want to be successful can reach the very top if he or she will work hard enough. That's been my observation for years and today more and
more
social scientists are agreeing.
You
will find
most
men
of achievement have a great deal
of steam behind them, although
many have had
inferior
formal educations. Charles E. Wilson, former president of General Electric and U.S. Mobilization chief, never finished high school.
Gen, George Patton, one of our greatest generals, was so far below average it took him five years instead of the
normal four to
finish
Thomas Mann,
West
the author,
Point.
was not a good student, while
Albert Einstein was slow even in learning to walk. Thomas Edison actually was considered stupid by his father and for the short time he attended school was at the
bottom of his
class.
There are hundreds of other successful
men
I
could
mention. But these few examples will help you remember our success secret for the day.
A
friend of
mine
expresses
it
this
way:
A
rich
man
nothing but a poor man with money! Work hard and you can change from poor to rich easily as the next man.
is
as
Is
Education Necessary fo Become a Success?
31
Take Old Tom Edison
Good
thing Edison was not burdened
down with
"formal
education/'
He
might have figured, with other diplomaed engineers,
that the light bulb could not be invented. According to
engineers, the
They
bumble bee
told the
"can't fly" built as
he
is.
Wright Brothers things couldn't fly, but " and just went ahead and
the brothers lacked such "learnin'
invented the flying machine. If
Tom
Edison had gone to an engineering school maybe
he'd have invented the phonograph just a
Then
again
ing-wise, that
maybe it
they'd have convinced him, engineer-
do know they say when Edison made failed, his only remark was: "Now I know do
sooner.
could not be invented.
I
to
little
10,000 tries 10,000
and
ways not
it!"
Don't By-pass Education
Don't regret not having "book learnin'" under a professional teacher.
people can't read or study diligently without the prodding of a teacher, without a daily set time, in a school
Many
room, to study. Others can take a
and have the
home
initiative to
correspondence school course
study by themselves.
Either way, education helps.
Reading newspapers, trade
you
just as
much
books by mail, gives going to a school to get it.
journals,
information as
Although Ford and Edison and the Wright Brothers and others may not have had the advantage of going to a college, they
were
as educated as
any college processor.
32
fs
Education Necessary to Become a Success?
Education need not be secured in an ivy hall. It can be secured just as well in a hall bedroom.
What
Is
Education
Anyway?
Education can be "know-how" on a technical subject that only books can give you. Or it can be information you can secure as an apprentice by working for an experienced "hand."
such as being professions require formal education,
Some
a doctor or a dentist.
They take
training under experts.
Yet some of our best lawyers were
self-trained.
Take
Lincoln, for example.
To me, You if
education
is
knowing where
to find information.
can't possibly learn everything in a school
you learn
then you
just
room, but
one thing: where to find what you want,
can be a success.
When
at a trial
When
the lawyer asked
an opposing lawyer tried to prove that Henry Ford was supposed to be "ignorant'* because he lacked formal education, Henry sure got back at the lawyer.
Henry
said, "I hire
men
Henry a
to find
lot of fancy questions, such information for me."
So Don't Miss Education
My
little
Master Formula, which
chapter by chapter, doesn't require
we
are getting closer to
you
to
have a formal
education. I
am
convinced after talking to so
made money, and is
all since
the last
many
people
two wars,
who
have
that education
not a requirement to success.
Don't
feel that the
Wanamaker
days of the Ford, the Edison, the
are over with
"like in the old days."
Or
that folks can't
that big business
is
make money the only place
/s
Education Necessary to Become a Success?
to
make
it
these days, for shortly
I'll cite
33
many, many names
and actual places where "ordinary folks" are making fortunes today. Making fortunes because they ask "how" and never ever use the word "if."
The Most
Practical
Diploma
School of
is
Earned in the
Hard Knocks.
6.
Chapter
IS
SUCCESS DUE TO WHERE YOU'RE BORN?
Are people born
North
in the
cessful than those born in the
lively to
be more suc-
South? Has climate any-
thing to do with success?
DOES THE
Do
AIR you breathe affect your success ?
the minerals in the land around
where you are born, and vege-
that get into your system through drinking water tables, control I
your success?
believe not.
My
i^ooo Success Secret
men and women
are
from every
the Union, many from distant lands. one and all have become a success in the Yet, have most wanted. state in
field
they
Hot Weather No Deterrent Weather may slow you up. Make you move but
it
less slowly,
doesn't deter success.
Newton
sat
the weather
dreamily under an apple
no doubt,
yet
when an
tree,
slowed up by
apple hit
him on
the
noggin he started to think. His muscles may have been slowed up by the summer or 34
Is
Success Due to Where You're Born?
his
own
laziness at the
moment, but
35
mind was
his
still
active.
Long, cold winter nights are more conducive to study than life under the moon in the tropics, but that doesn't
mean
A time
people are
less successful in tropical
Mexican can be siesta as
as successful
the Canadian
keep warm. Weather isn't important
weather.
with a three-hour noon-
who must run
between
calls to
to success.
Take The Traveling Salesman
You and
can transfer a good salesman anywhere in the world,
if he's
good in one place he
Sure, his success
might vary
other success in one place can
is
often
in all places.
but somehow or
slightly
mean
success in other places.
Transfer a dud salesman, trying to produce, and only too often you
good
still
him where he can find him a dud. fit
Circumstances in climate might affect some folks, but on the whole people can be a success anywhere providing they
have that urge
to think
"Ao/' not
"if."
Ask any salesmanager whose men
travel.
Chain Stores Prove the Point
Once a fellow gets an idea often make it click anywhere. That
The
is
why
that clicks in one spot,
he can
chain stores are found everywhere.
idea clicks in every city, once
it
has clicked in one
city.
Yes, sometimes a restaurant won't "go" outside of
York. But that
is
rare. For,
New
once the dreamers build their
Castle in Spain of brick and mortar in one
city
and make
it
36
Is
Success Due to Where you're Born?
work, then the chances of
its
going elsewhere are equally
promising.
There are food
chains, tire chains, car chains,
chains. Climate rarely affects
and money lending J.
W.
bank
chains,
them.
and
so has C. Penney has successful stores in 150 cities, T. Grant, and Mr. Sears and his partner Roebuck.
So look in your
own Main It lies
That
own
Street for your success.
there as
is, if
much
New
as in
you don't use
"if"
York, London, or Paris. but "how'/ that one magic
word
that every chain store executive uses
thing
else.
"How"
on your
front yard, or back yard,
says he, "can
we open up
What
more than any-
in Memphis!"
Success?
Is
You see success doesn't mean lots of money. It doesn't mean marrying a rich widow or a charming prince. It can mean anything. Success, it is
you
see, is
getting
money, marriage, new
Success
That
is
is
what you want most, whether
dresses, or
a
new
place to live in.
gaining your highest ambition.
why
the South American can
become a
success
To simply by getting more hours a day in which to siesta. him, that might be success over somebody else who cannot afford to sleep during the day.
Success therefore
is
relative,
Climate Has Success to the
which
man
No
in Alaska
Bearing
might be two
igloos in
to live, rather than just one.
The Frenchman's
success
might be
to
have a pretty wife,
Is
Success Due fo Where You're Born?
lots of
music and champagne, when he
is
37 unmarried and has
to drink just plain wine.
The German might believe success to him will be a bigger home and more children. The Italian, the Dutchman, the American
all
have individual ideas o
The Northerner might
success.
figure the Southerner
the Southerner feels the Northerner
is
just
is
slow; but
burning him-
out rushing too much. climate he lives in, you see, may make a difference in what someone thinks of when he thinks of success, but self
The
the climate has
no bearing on what
it
How To Remember
People
takes to achieve that
success.
Where you
are born has little effect on whether you will a be success or not, but remembering names and people everywhere you go does have a big effect on your success.
Let
me just toss in five simple ways to remember names:
Whenever you hear a name, repeat it once that helps fix it in your memory. 2. Use it two or three times in speaking to the man you 1.
are introduced to. 3.
Whenever you use the name, make a mental
the man, which further helps etch the
name
picture of
in
your
memory. 4.
Write
down
all
the
new names you have come
in con-
with during the day. Note in your mind's eyes the way they were dressed, the conversation you had and another mental snapshot of how
tact
they looked. 5.
Endeavor to
sociate the two.
call
new names and faces to mind and
as-
38
Is
Try
And
remembering" for one month. Use
this "art of
names. Use
Formula when I'd give this
for
all
Use
to remember.
it
remembering things you want to learn. names and all things simple and easy
for
it
you'll find
Success Due fo Where You're Born?
it
you remember the Master
to help
it
unfolds later on.
now
formula to you
but as in school, cer-
tain things precede others.
To
leap into the Master
ing would weaken
State Building
Maybe South It
it
is
in
making
success is to be
with a big
on the top
floor of the
Empire
office.
having three servants on an island in the
Pacific.
might be having three weeks' vacation
of one; or having a vacation yearly in
Lake Placid
in the
Success to you
So
this condition-
you a success.
Where You Want
Live
Maybe your
Formula without
its effect
live
a year instead
Miami
instead of at
summer.
may
not be success to me.
where you want.
Firecrackers
Ma\e
the
Same Noise Everywhere.
7.
Chapter
HOW
IMPORTANT IS AGE GAINING SUCCESS?
Age
doesn't
foije, a
seem
a boy of 13 invents a paring
to matter
grandmother
IN
starts to paint,
and others go
places
after middle-age.
SPOKE the other day at the commencement exercises of the Southwestern Business University in Houston, Texas, and I
gave the Master Formula. It
was
my
thinking that young
men and women might
like to learn these six Steps to Success, since they
starting out in
were
just
life.
To my
amazement, afterwards some ten elderly men and women, parents and teachers, came to me and their biggest comment was: "I it's
wish
I
had known those
six Steps
some 30
years ago
too late now!"
them straight and tell them, and you, that age has nothing to do with success, that 30 years "late" is not "too late," and that most success begins after So
I figure I better set
middle-age.
Houston business-school owner, started his school when he was in his teens with one class of three Clyde
students.
Phillips,
He now
has 1,250. 39
How
40
Important
Success
Is
in
Gaining Success?
Quite Ageless
Even a boy or girl can put young Tom Blanchard, age a potato
Age
Is
plan to work, I mentioned invented the idea of
this
who
13,
peeler.
You know about Grandma Moses, the famed painter lady, who up in her "last half of life" started to paint and now a big success.
is
It's
the same with Winston Churchill.
Henry Ford
become a
didn't
success until after middle-
age.
Jan Sibelius is 86. He has lived to hear himself acclaimed as one of the great masters of the symphony.
Some
of the world's greatest painters, greatest business-
men and women, were
failures until after 40,
some
until
50
others even until the age of 60 or 80.
They suddenly decided to become a formula, and became a success.
Age
The
No
one knows I
am
Sizzle
who
Steak Story
invented the so-called sizzling steak
so associated because of the tag line I like
to use: "Don't sell the steak It is
my
followed the
rather than holds you back!
helps
with which
success,
belief that a
good
Because then you see it, hear buy three times as fast.
sell
the sizzle/*
steak it,
sells faster if it sizzles.
and smell
it
sizzle
and you
Brockles of Dallas, Texas, perhaps leads the parade of restaurant men who first made a steak sizzle. It took
Andy
years before Andy's idea caught on, but large-size steak
On
house that
the other hand,
now he owns
a
sizzles.
young Gene Askenasy, an ex-GI,
also
How
Import ant
Is
Age
Gaming Success?
In
41
dreamed, and ids dream was to make the sizzling steak platters for all the restaurants who were finding that sizzling steaks
were
selling fasten
So Andy, over successes in
through
and Gene, under
One
life.
his
50,
sells
30,
both became big the other
sizzling steaks
Kalian Products
Company
of
New
York
sells,
City,
the platters.
Hand
young and old become
in hand,
Time means nothing
successes in
life.
to success!
What
Is
"Age?"
How old are you? There are three 1.
Your
years.
possible answers to that.
That
is,
from the
date
you were born up
to the present* 2.
in
Your
body
health.
at 70.
your "years 3.
You can be
Your
old in body at 20, or young
"health age"
is
more important than
age.*'
Your mind. You can be old
at 20, mentally,
60 you can be jumping off horses. Your "mind age" important than your "years age."
So when people ask
You
can't say I
am
how
old you are,
it is
and is
at
more
hard to answer.
65 years of age, think like a young
buck at 20 and act like a steer at 16! Yet to include all three is about the only way
to be truth-
ful
True age
is all
three!
People Getting "Older" Years ago, say in the days of Rome, you were old at 24. You began to pop off between 20 and 30, due to ailments
and
diseases
we
can
now
control.
How
42
Important
Is
Age
Just since 1900 your life span has
Today you can under
it
That If
in
last close to
in
Gaining Success?
gone up many years! woman, and slightly
70 as a
as a male.
is
just average!
you are
still
young
in glands
and
mind, you will perhaps beat even People are lasting longer.
there will soon be
arteries,
this
new
Government
more people 65
and young
average.
figures indicate
or over than ever in
history.
Insurance folks will back up this figure, too. Your best chances of having an annual income of $1,000,000
more will come when you are between 80 and 89 years old, an Ohio University psychologist reported recently. Dn H. C. Lehman presented statistics to the annual meeting of the American Psychological Association (APA) showing that in general, people who become big shots in politics, or
diplomacy, collegiate administration, military life, industry, courts of the land usually are at
commerce and the high
50 years old. a separate category for receivers of earned annual incomes of $50,000 or more: Persons 60 to 64. least
He had
Retiring at 55 or 60 these days beginnin',
So get
Maw! some new
bought hair
and
teeth, a
start life
You
is foolish.
new hearing
aid,
are
some
jes'
store-
over again, only with a lot of real
experience this time.
As Shaw once it is
said,
"The only
wasted on the young!"
trouble with youth
is
that
How
Age
Is
Important
In
Gaining Success?
Rules for After
43
Age 45
After your 45th birthday, here are a few good rules to keep in your mind in order to keep in the run:
Watch
1.
the
want ads
for those that emphasize ex-
perience.
Watch
2.
also for ads that
seem to
call for
more
experi-
within the age-limit set. For instance, some ads set 35 as the top age and then demand experience that only one out of a thousand men or women have when they are 35. Sometimes you can apply for and get such jobs ence than
is
likely
"because you have the experience and are young for your age." 3.
Sell yourself
and your experience when talking with
a prospective employer. Forget your age. 4. Watch your appearance. Dress conservatively. Don't try to 5.
wear youthful
Keep
in
be afraid to
clothes.
good physical diet.
Slim
condition. If you need
men
are trim
it,
men. Thin
don't
gals are
fine gals. 6.
Use your head. But don't If
Many
You're
OlderHow
folks, too old to
don't act your age,
About Trying
hold
down
Selling?
"salary jobs/' could
find plenty of openings in the selling field, but they ask, "How can I tell whether I should be a salesman?"
Even
after all
my
years in selling that question
one to answer. But there are three of every successful salesman
I
is
qualities in the
a tough
make-up
know.
comes appearance. You don't have to be handsome, of course. But you must be neat, clean and have a pleasant First
expression.
A smile
is essential.
How
44 Second
is
You
others.
Important
Is
Age
in
Gaining Success?
the ability to say things that bring pleasure to must not flatter too often, but people do like
to hear about themselves. to Third, you must have the desire to be with people, them and to serve them. please them, to understand want to be a salesman, the important thing to note If
you
about these three qualities is that you can acquire all three of them. You can be a successful salesman like so many others
your
by working and practicing the talking your best, and doing your
just
best,
A And
if
Little
Poem
you want further
looking
best!
of Success here's a
details
read recently that just about sums a good salesman needs:
Think
art of
up
little
poem
I
every other quality
deeply,
Speak gently, Love much,
Laugh
Work Give
often.
hard, freely,
Pay promptly. Pray
And
earnestly,
be kind.
That's enough! Follow the advice of those short words and 111 bet you will be a real success in selling in any
and in
business
living.
The Doy of "Social Security"
Now 40, 50,
you were to ask me why oldsters go places after and even 80 years of age, and make fortunes, Fd say if
their biggest asset
is
"know-how."
How
Important
1$
Age
Gaining Success?
in
"Know how" is their "social security." You can't live that long without having
45
a few bruised
knuckles and raps on your chin.
That
education. Getting it the hard way, as only excan perience give. Ezio Pinza, nearing 60, the so-called "retirement age/' is
becomes a romantic
star in
So when the boss
movies and on TV.
you a banquet, a watch for "20 and pats you on the back as he
gives
years of faithful service/'
opens the door to bid you goodby in "your retirement/' laugh at him.
Take
You
the watch
but laugh at him. 20 30 years longer in
have maybe 15
life
to
hang
a few more pictures on the wall. Don't plan a life of fishing. That will soon bore you. Travel for a time, but you can't spend 20 years doing
Do
anything-but don't
retire.
That
is
it.
the beginning of
the end.
You have give for
toupee
"age for
sale,"
age and the "know-how"
somebody when your
isn't
the thing they want.
Yep, remember Grandma Moses! At 80 a painter!
Sell
Your "Know
it
will
store teeth, hearing aid, or
How" Not
Your Years!
8.
Chapter IS
SUCCESS FOUND ONLY
IN
BIG CITIES?
MANY
PEOPLE erroneously believe that in order to be a big
success
you must
live in a
big
city,
that only "big shots" hail
from big towns.
They believe opportunity can be found only in cities where there are supposed to be streets of handsome men and charming ladies! jobs,
How How
is
wrong they
the large gold, big
are!
quickly they realize it when they find the big town only too often made up of small-town folks. They find only too fast the streets are apt to be longer,
wider, colder, and
True, big towns! It's all
in
cities
more unfriendly. do produce big things
what you personally look
Perhaps there
but so do small s
is
Your
Own
more
success
to find.
Back Yard found in back yards than in
glamorous front yards. More work is done in the kitchen than in the parlor. Dr. Russell Conwell lectured on, Acres of Diamonds, in 46
Success Found Only
fs
which he love
in
told of people
47
Big Cities?
who had
traveled the
and wealth only to return and find
world for
love next door
and
wealth in their back yards. Always the adventuresome go forth to look for diamond mines, then find that the folks they sold the homestead to,
wake up one morning and That's the true story
on it. of the Kimberly Mines in find diamonds
Africa.
Tin mines, gold mines, silvermines all were found in someone's back yard, after he had left! So before you take the six Rules and pack them in a suitcase to try out in New York, London, Paris, or Stockholm try them in Kalamazoo, Brown wood, or Fort Wayne first! Small-town Boy Makes Good
Ed
Staley, president of
W.
T. Grant's
town boy who made good. He got his start in a town under to a town of 8,000,000. C. Penney sports a fancy office in one was way back in Wyoming! J.
The newest town
boy,
Often
president of his stores
10,000
before he
went
is
also another small-
making good.
I try to
find a big-town boy
who made
but ask them, and they have either have a small-town viewpoint.
remember
to
make my
left
lies
formula, or any other formula
around you. Watch out
stepping on a ten-dollar
bill
They town or
good.
the big
work, you don't have to change locale. No need to rush down for a ticket to a bigger Success
a small-
New York, but his first
do
Just
stores, is
right
now!
city.
you might even be
48
Is
Success Found Only
Look Under Your
Own
in
Big Cities?
Seats
is impress upon his men the value of business that of the not is seen, Joe Joachimi nearby and that being near Fischer Lime and Cement Company made quite a story of
To
this fact at
To
a recent
the seats of their chairs.
To
meeting in Memphis.
sales
dramatize his point, he told everybody to look under
amazement
the
did.
They
of 20 people, there were dollar bills
pinned under the seats. Money they were sitting on. could not be seen until they stood up and tipped the chair upside down and 20 out of the 300 at the sales
So close
it
meeting found money. Looked under your chair
lately ?
Some Small-town Successes There are bigger cities than Houston, Texas, but Prince saw gold there.
He He
Doug
always dreamed of owning a yacht,
found one for
Houston.
He
sale
and hauled
opened up Houston's
yacht, for others
who
it
down
the streets of
finest restaurant in the
liked the idea of a yacht but couldn't
afford one.
Doug
could have steered
a fortune.
He
just steered
it
some strange land to find up a few streets from the
for
it
Houston dock. There on a Texas prairie you dine on fish food in a yacht. Alexander Legge didn't start International Harvester in
New York,
Berlin or Paris.
He
found success in the Middle-
West.
John
Fritz, the
Bethlehem Iron Work's greatest engineer,
Is
Success found Only
found happiness and not London.
In Big
CiWes? in a
money
George Westinghouse liked the
49
little
Pennsylvania town,
"burg" of Mansfield,
little
Ohio.
"Small town makes good" might be an apt expression.
How Here
how
is
to Assure Small-town Success
to rate yourself to see if
especially in a small
town where
you can be a
success,
these things are very
noticeable. 1.
2. 3.
4. 5. 6.
7. 8.
I
Be pleasant Be honest Be enthusiastic Be patient Be neat Be courteous Be careful in your speech Be confident but not over-bearing
25% 25% 15% 10% 10%
5% 5% 5%
,
have
tried to rate each quality in the order of
its
im-
you can begin to grade yourself. Prepare yourself for the bigger, better formula which these few chapters have led up to. portance, so that
Practice this success "conditioner." It will help
the major plan as soon as Sizzles
For years it is
I've
unfolds
itself to
you accept
you.
Found Everywhere
claimed
it is
the sizzle that
sells
the steak-
not the cow.
The cow may be restaurant wouldn't
When you
it
see
okay, but a steer walking through a
make many
sales.
a tenderloin, though, sizzles,
it,
and then you smell
it.
first
Three
you hear
it,
then
senses are involved.
50
Is
Sizzles can be
Success Found Only
in
found in small towns as well
Big Cifies? as
on Broad-
way. "I give special discounts to people,"
was the slogan
of a
new GI sign painter in Dallas. People liked his remark. Today he has more people's business than any other sign painter.
Free rides on merry-go-rounds for kids kept Joe M. O'ffll, a Nash dealer in Kansas City, from having to move to a big cars. year alone he sold 3,000 His sizzle was: "Get 'em into the
city.
One
show room!" That
sizzle can work in the smallest town.
He is Vollmer, small-town railroad man made good. sucHis Railroad. and Pacific president of the Texas
Bill
now
workable in San Diego as in San Antonio: Save, Vote and Pray!
cess secret
is
as
Money
The day with
us, if
of Ford,
we
in
the Streets
Wanamaker, Edison, or Macy
is still
look around our small towns.
World War I, took Joe Franklin Myers, handicapped by a broken-down candy factory just to give 50 people work. Instead of
making
regular candy and going into competi-
tion with the big-city boys,
he took
to
making nonfattening
candy, a chocolate mint without salt for persons with high blood pressure, and a candy designed to absorb saliva for tots.
Last year he donated $10,000 worth of candy to orphanages.
When
Mother's
Day
rolls
around, each employee must
take a three-day weekend so he will be able to
mother
all
day on Sunday.
Dallas, 'then a small town, did right
by
Joe.
visit his
Success Found Only
Is
in
Big Cities?
51
But Don't Scorn the Cities
On in
the other hand, don't by-pass a big city
if
you
live
it.
Opportunities are there. Money lies in the streets. Marie Tussaud started her famous "wax works" in London
on a shoe It
was a
string.
pretty strong string, for today she
is
insured for
over $4,000,000!
Without a doubt she used the very same
my
six Steps that
1,000 present-day millionaires used!
She made them work in a big
the biggest of
city
them
all.
John Huyler, another candy man, got his start in New York City, home of Horatio Alger's characters who rose
from bootblacks
to be presidents of firms.
Huyler got his
start
competitor made when
by bragging what good candy
candy maker. This so impressed the customer
who was
vesting money, that he set Huyler
up
business
A
which today
big-town
man
is
interested in in-
in a chain-store candy
enormous.
realized the importance of "loving thy
neighbor."
Maybe
at heart
his
a customer asked about the other
he was "small town."
Success Is
Where You Find
It.
9.
Chapter
SUCCESS FOUND AT THE TOP OR THE BOTTOM?
IS
/'
you
say, "suppose this
me up to is so good. "How can I, a secretary, "Sure able, in
it
will work.
one
use
it
formula you are building to
But I'm too
lifetime, to
make
it
become a success? far
down
work
for
the pile to be
me
as
good
as
it is.
"What chance
has a plumber, an electrician, a bookkeeper
or me, the secretary, to win job security, happiness, health, or to become head of the firm?"
The answer It is
many
is
simple.
simply told in the case histories of 1,000 people of
whom
were
secretaries to start with!
Some Few Examples
Woodrow Wilson was
not born president of the United
States.
He may
have been born with the urge but he was not in advance by some deity: "Fragile! Future
marked out Presidentl"
He was
a humble secretary! Herbert Hoover, another fine president, didn't have any brand on him that said, "For President!"
Is
53
Success Found at the Top or the Bottom?
Nope he
too
was a
secretary!
So next time you hear, "He's up and take notice.
He might be
just a secretary/' better sit
the next President of the United States!
The Case of Harry Truman another president who came up from the ranks. haberdasher in Kansas City.
Here
A
is
did three things that made him president, three things whatever you you, too, can do to condition yourself for
He
want
in
life:
Harry sold himself to the American public. He smiled, shook hands, and was friendly. People warmed up to him 1.
more than they could to his competitors. 2. Harry didn't hang around. He knew once he made a "sale" of votes, he should leave and go elsewhere. He kept on the move. Harry made calls. If you talk to enough people, someit." body is bound to say, "I sure like your idea. I'll buy 3.
Whether or not you voted
member
for these three presidents, re-
they did get America's No.
not overlook their success
up
is
another man,
and you must
secrets.
Gates
Bet-a-Million
Here
i job,
down
the
line, that
worked himself
to a million.
He
sold barbed wire. Others have inventions. (There are
2,500,000 in
Washington
at this
moment.) had millions to bet
But Bet-a-Million Gates, before he
San Antonio and on the plaza of made a large square of barbed wire. with,
went
to
this city
54
Is
He
Success Found at the Top or the Bottom?
put some Longhorns into
Soon they realized a
it.
the fence.
They charged
thin piece of barbed wire held
them
back. doer.
orders with this Impressed, the cattlemen placed millions was just a few his build to His total investment wire but it was barbed. feet of
cheap
That was
his success secret!
Barbed!
Tricks of Secretaries
How
can a secretary get places?
of an idea into the other Usually by putting the seed him come back later on with the and
person's mind, same idea as his
Many a above him
letting
own.
secretary has so "seeded" the firm
or her
to a
the bosses
a success point where they become
themselves.
As
a
good
secretary,
you learn more "inside" of a business
than even a vice-president. Thus when the time comes, you are the logical one to take over. Statler, the hotel
retaries
up
man, moved
at least
one of his
sec-
to president.
Hilton, another hotel genius, never brings in "outsiders." The heads of his famous hotels were all bell hops, room clerks,
who worked
their
way
up.
Eighty-two per cent of all top executives in sales organizations, according to the National Sales Executive's Club president,
Bob Whitney, were once
None were born with here comes
salespeople.
signs on /hem that
a firm president!"
said,
"Beware
Is
Success Found at the Top or the Bottom?
55
Another Trick of the Trade
A
further "conditioner" for the time
Formula of
all
will be given to
the Master
best expressed
is
you
when
by an
Arabian proverb:
"The
best speaker is
one
who
ma\e men
can
see with
their ears!"
A
secretary
must have a command of
"television lan-
guage." that has vision.
Language
Technicolor words
The
that are alive to the hearer.
to "say it simple like." with Being fancy fancy words blurs vision. Out in West Texas recently, I sat next to a cowboy eating. When he finished, he wiped his mouth off and asked trick
is
the waitress what that "pie a la
She said it was pie and "Then why doncha call
mode"
ice cream, it
that
stuff was.
and he snapped back,
why
use
them
six-bit
words!"
The cowboy had something there! This may sound far-fetched but if you know won't say
Here 1.
2.
people,
you
so.
are three
good
rules:
Ma\e your td\ simple. Use plain words plainly Ma\e it emotional. Get excited and others
spoken. get ex-
cited. 3. T
Use the word "you"
It sells
more
ideas than the
word
>5
Five Friend-Makers
Before any formula works, you must be aware of five
friend-makers and here they are: i.
"I'm proud of
you" Here
are the four greatest
words
56
Success Found at the Top or the Bottom?
fs
world to
in the
making him proud
inflate the other person,
of you. Say them to boss, employee, wife, husband, neighbors, or kids.
"What's your opinion!" The three greatest words to the firm's president will stop get immediate attention. Even dead in his tracks if you ask his opinion of something. words to get people "If please." The three greatest 2.
you do things
3.
to
just say, 4.
for
you "Do this."
"ThanJ^ you!'
willingly.
The
Few
of us say please.
world's finest
We
two words to make make them want
for you; to people glad they did something to
do something 5.
again.
"You." The most powerful of
word, of course,
is
the
word
all
The
words.
smallest
"I."
well in mind, you you have these five friend-makers won't have any difficulty making my Master Formula click If
off for you*
Three Friend-Fizzlers
Here are ways 1.
to fizzle
"In other words
and not
sizzle.
always putting things in Say it right the first time
I" People
other words annoy the listener.
and you won't have to put it in other words all day long. 2. "What I meant to say was' You are merely saying, "I sure am dumb. Let me try saying it again." clearer" This means, "You are 3. "To md\e myself
dumb. So Avoid
work
if
And always
let
me
clear
it
up
for you."
these friend-fizzlers.
you
No
formula in the world will
are handicapped with these failure-words.
be sure to avoid monotony in expressions. Don't say, "see," "catch on,"
"no kiddin'
"or
time vou use expression that annovs the tenth
any popular
it.
/$
57
Success Found af the Top or Wie Bottom? okay. Said all day long handicaps you in life.
"Sure nuff," said once
is
comes boring, and "Catch on?" is another
it
be-
along with, "defitimes in a conversation! litely" after you have said that 30 Don't wear words out or you'll wear out friends.
Success
Is
friend-fizzler,
Top or Bottom
Successful success secrets will put you
can also work for you when you Don't stop using them once you are on are
else will
holding on
the
but they
top.
top, or
somebody
soon replace you.
Staying on top as
on top
on the
is
often harder than getting
to wealth
is
often harder than
on
top, just
making
it
in
first place.
Sounds
silly.
But
try
it.
as money. Easy come, easy go applies to jobs as well Tom Braniff took a few airplanes and parlayed them into a big airline, with offices all over North and South America,
from Chicago on down. Once he was on top, other but he stayed on top by one
airlines
began shooting
at
him,
thing:
He undertook a personal campaign in every city he served. Other airlines opened up small offices. But Tom went to themselves, talked at luncheon clubs
the
cities
self
known. widely known and fights harder to stay known, than he did to rise from the bottom of
Today,
now
made him-
Tom
BraniflE is
the pile to the top. He was "on the beam" himself!
Sett the Sizzle
and
You'll Eat Steals
Chapter 10.
HOW LONG
DOES IT TAKE TO BECOME A SUCCESS?
^Mr
HEN you
how
soon can
I
me
the formula you are preparing expect it to work ?," you ask me.
GIVE
me
for,
go to the Spanish for an answer: "He who wants to grow rich in a year will be hanged in a month!'
Again
I
This old Spanish proverb reminds
me
that a person can
"hang himself' in many ways these days. The increasing cost of living makes it unlikely that any of us will be "rich in a year" but, as we try to meet the mounting bills, all of us may be tempted to try to "make a killing" in order to ease the pressure.
When we
are facing such a temptation,
doubly to avoid foolish and costly mistakes.
we must guard
We
mustn't
let
the problem of debts and ever-higher taxes upset our judg-
ment.
One Good Rule
A good rule to follow is this: would I still make this deal?
to Follow If I
had plenty of money,
Usually you will lose if you take too big a gamble. The odds you or the gamble wouldn't promise such a big
are against
reward. 58
How
Long Does
If
Take fo Become a Success?
59
Isn't it better to make a little progress surely, than to risk a great deal in the hope of gaining even more ?
Next time you sit down with your checkbook to pay a bills and you begin to wonder whether there isn't some way you can add to your bank account overnight, re-
month's
member
And, remember, too, most of us same boat and that if we all work hard enough
this old proverb.
are in the
day-by-day
we'll
still
Four Steps to You'll speed
on you
reach shore
safely.
Make Success Work Even
up the time
it
takes for
Faster
my formula to
"take"
you understand people around you. In this way you can work this formula on them better and more effectively. if
To
help you take the hit and miss, guess and gamble, out of understanding people, try these four steps: 1.
Win
the confidence of the people you meet. Being a
good listener until you know the other fellow's the most important step in winning confidence.
Try to find a common ground where your the same as his. 2.
interests is
interests are
Don't forget your friends. It's as important to keep in touch with a friend as it is to make a friend in the first place. 3.
4.
Forgive and forget. Life
friends will not always agree. well,
let's
is
not smooth.
You be
The
best of
the one to say, "Oh,
forget it!"
Secondary Rules to Win People These four points are the main ones, but these secondary qualities are
important too. Be patient and be fair. Keep your promises and be conand be available to people. sistent, snooty person can
A
have no real friends.
How
60
Long Does
H Tolre
There's one further quality I very
Success?
to Become
much recommend.
It's
we begin and end every Wheeler class in relations with the public speaking or human
so important that sales training,
practice of
it.
classes, all of
In these
us stand and shout, "Boy,
am
I
en-
thusiastic!"
As our most important success it this way: Be Enthusiastic!
secret for the day, let's say
Ten Things to Speed Up Success
Many of us
are afraid to give
more than usual
attention to
will misunderstand. people because we fear they But the habit of doing the extra-pleasant thing can be
acquired
if
we try.
The secret of a growing personality
and even of happiness
we have to do is make is to be found in our own do it. up our mind to improve our habits. And then we can minds. All
It's
that simple.
Want do is
to
remember names? You can do
it.
All you need to
to practice.
Want to learn how to remember birthdays ? Just practice it. Want to learn how to smile? That's really easy. Just practiceand watch
yourself in the mirror.
In addition to practice, you need only one thing to help you acquire a truly exceptional personality,
YouVe got to be honest "with yourself! The things you say and do must help and please others even when you have to sacrifice your own desires in the act. Don't put your new personality on a cash-register basis or it wear
off instead of
pay off Here are ten things to do that will make your life better: Go out and perform one kind act. And do it ten times.
will
.
Now
Long Does
ff
Take fo Become a Success?
61
Success Drip by Drip
Take
it
easy!
Too many people try to accomplish too much, too One of the finest success stories I know illustrates
soon.
the wis-
dom of careful
planning and a slow but certain advance. About 25 years ago a young man whose friends call him C Wink" learned how to fly. At that time he had barely
enough money to get along but this young man did have foresight.
In the early days of aviation, he "flew for his supper," carrying passengers and mail. Later he sold airplanes. Then he
bought his Finally he
own planes for resale
he had repaired them.
after
built this business into a fine private airport near
St. Charles,
Mo.
Next he headed up a small
airline,
and helped to
sell it
to
one of the larger lines.
When World War II came along he volunteered and within a few
months was one of our
serving in both the Pacific
After the
first
night-fighter experts,
and European
war he returned
theaters.
to his private airport business,
then went into public relations as a consultant on aviation matters.
Today W. W. Kratz of the Hughes
official
still
"Wink"
Aircraft
to his associates
Company
is
an
in Culver City,
helping to build and to fly some of the aircraft we*!! be reading about and flying in during the years to come. Calif.,
His success secret? Perhaps
it is
in
remembering that the
rain always wears
drip, drip, drip of the
away even the hardest stone in
time.
How
62
Long Does
It
Take to Become a Success?
The Success Story of Charles
R. O'Neill
in 1912, Charles R. O'Neal came to America from Ireland the of all money two children and $92 his
He brought wife, a midborrowed. On the fourth day after he went to work in west department
store,
Charles O'Neill was sent for by the him. He had broken the
president of the firm employing sales record of his store.
Ten
years later he
had
his
selling direct to
own company,
the consumer a full line of linens. of a million
Today his company is worth over a quarter dollars and is one of the largest of its type in the country. Charles O'Neill did it because he was a good salesman and
I
asked
him
recently to jot
he
cess secrets that
felt
down for me
the simple suc-
were responsible for the growth and
prosperity of his business.
This
is
what he wrote me:
sell on comsomething you believe in enough to missionand convince your customer the item is as good as
"First, sell
you think
it is.
"Second, win the customer's confidence by treating
her as you'd like to be treated. "Third, sell what the customer needs
first,
him or
then show
him
or her something they might want. "Fourth, spend most of your time selling, not travelling. "Fifth, don't (if
buy anything you
can't sell at least for cost
worst comes to worst).
"Sixth, extend credit
most people are honest. (In 29 years
the O'Neill Linen Damask Co. has had
less
than
l
/2
of
i
per
cent bad debt.")
Don't you agree O'Neill's success platform for all of us?
is
a good one
How
Long Does
If
Take to Become o Success?
63
You've Been "Conditioned" Enough
now
you've been conditioned enough to be ready for the Master Formula of them all. I
think by
You've seen that luck doesn't count with
my
1,000 success
stories; nor education, climate, or age. These 1,000 men and women who have become a
success,
just in recent years, millionaires in happiness, health
and
money, had a definite pattern they followed.
What
this pattern ?
is
While each man R. O'Neill,
tells
when you
you
"side-line" rules,
such as Charlie
finally analyze their basic rules
and
secrets, they are all alike.
Success
is
no mystery.
Success
is
not "different" in everybody's
Success has a definite pattern
path of a
case.
as definite as
math, as the
disease.
What is that path ? That pattern ? I think you are ready now to get it.
Success Is
Not a Patented Formula
PART
II
The Master Formula for
Making Your Daydreams r.
Decide what you want.
If
want, you certainly can't get decide on
what you want:
Come
True
you don't know what you it. That is only natural. So
a million dollars, health, fun,
clothes, a successful marriage. 2.
Put
it
on paper. You must
your "mind's
see with your real eyes what has visualized. In so doing, you im-
eye**
upon your brain the daydream you want makes it come true faster.
and
press
3.
Know
where
to start. Don't put the cart before the horse.
Put your daydreams into logical sequence proper Don't leap frog up the ladder. Go step by step. 4.
Set
it
in motion.
A
activated, so get the
dream
that lacks
dream moving.
motion
It
Don't
settle for less.
Once
takes gentle taps to keep
enough" is not true dream. Make it pay 6.
Recognize
its arrival.
relax to enjoy
do curb
it
to
the it
success.
hoop
is
never
is
but you
moving
moving forward.
it
only
"Good
Don't undersell your day-
off in full.
And somehow
Once the dream
its fullest.
order.
begins to take
form with motion. You may make mistakes are moving forward as you do. 5.
this
is
it
will.
realized then
Don't curb ambition
but
greediness. Learn that what you have today was
your Castle in Spain only yesterday. 65
I.
Step
DECIDE
YOUR
FIRST STEP in
WHAT YOU WANT
making dreams come
true
is
to decide
what you want. If you don't know what you want, you certainly can't get it. That is only natural. Wealth or success begins with a dream. The amount of wealth you want is only limited by the amount of your
dreams.
Dream big dreams to gain big results. you haven't any dreams, then manufacture a few in keeping with what is possible. Ask yourself, "What do I want most in life? A better job, If
happiness, health,
more
sales,
a larger home, or travel?"
Let your imagination run wild. Let Yourself
"Go"
Don't over-do ambition, or be overly-greedy, but
let
your-
self "go."
Dream the wildest Castles in Spain. The exact spot where daydreams are manufactured is only about one inch from your forehead that's how close you are to realization of a
dream.
Nothing, within normal reason, 67
is
beyond your grasp.
Decide What You
58 Otherwise that boy selling
fruits off a
push
Want
cart
who
dreamed he wanted to be a bank president, would never have ended up as the famed Giannini, head of that great California chain of banks.
Levi Strauss dreamed so hard and long of making a pair that would outlast all others, that today a westerner of pants
never asks for pants.
He says, "I want a pair of LeviV
',
and he gets a pair of work
pants.
So
let yourself
"go?"
Know What You Want That
is
Step
One
in
making dreams come
true.
Translating elusive dreams into real-life jobs, promotions, fur coats, princes and princesses, is merely a "mechanical process."
A process that starts first by knowing what you want. Being vague about what you want; hitting and missing around, never works. You must be definite. For then that
nism into favorable action. For likes beget likes. Positive dreams get positive
"Hard
sets
your entire mecha-
action.
luck," or "good luck," like wild animals, travels in
packs.
"See" the Thing You
Want
The stronger the mental picture you get of your dream, quicker it will come true, paint dreams bring faint reactions,
the
Decide What You Want
Dream
in technicolor, if possible, so that you can actually
see the "color" of
smell
it,
69
touch
it,
what you want, eat
it
or hold
it
that you can actually almost
whatever
is
your
desire.
But with your mind's eye you must actually sec what you want, else you cannot make that fantastic dream take on
workaday
You
clothes.
can't
make
this
formula work until you can sec the
thing you want to come true. So see your dreams.
Dream Long and Often you dream a dream long enough, the "impulse" you get from your dream is finally accepted by your brain, and If
through its intricate methods it will gradually change from an ephemeral dream into a physical likeness of the dream.
So make your wishes almost "second nature." Make it second nature to want success, and then
success
comes your way. It is
purely mechanical!
mechanically, attracts
Likes attract
The mind
wishes.
Then
the wish,
likes.
likes.
So dream often and long!
Everybody a Millionaire Silliest
thing you ever heard.
Bet that's your reaction.
how is it possible for everybody to be a millionaire? everybody had a million, who would be willing
For If
work? That's logical, but just as logical
"Everybody
is
a millionaire
is
my
statement:
or can become one!"
to
Decide WAaf You
7 (j
It's
Won*
Very Simple
a millionaire. you figure out what will make you One person says, "I want to sell better than anybody else." Another says, "I want to marry and be happy."
First,
Another
says that if
he owned the biggest car on the
street,
he'd be "as happy as any millionaire."
An
advertisement says:
"A
millionaire couldn't
The
rich
man
"If only I
So you
come a
had
see,
own
a better electric razor."
says:
my health
by gaining that
away a million." which you want most, you
I'd give
be-
millionaire.
Everybody
Is
"Rich"
a typewriter. I'm a poor man at that. But the mechanic who can fix it is a millionaire. I
can't fix
I can't
We
mend
are
all
shoes, but the
man who
can
is
"rich."
"rich" with "millions" in something
we
excel
in.
and you become "rich." You become a "millionaire." Excel
Everybody
You
is
"rich"
just find that
in something.
something and you are a "millionaire."
What
Is
a "Millionaire"?
Money doesn't make you a millionaire. For money won't buy health, happiness, or security. A man with a million may not have your health, your happiness, or your security.
So you
not he
are a "millionaire."
Decide What You I
Want
who
envy people
71
can play the piano. They are "mil-
lionaires." I
am
fascinated
by people who write music.
I can't.
I'm
poor.
I'm poor and I'm rich all in the same Rich in what I am perfect at.
A "millionaire"
is
what
I
lifetime.
enjoy doing.
Poor in arithmetic, accountancy, bookkeeping.
What
is
a millionaire, anyway?
You, Too,
Can Be
If
money will make you rich,
If
you are poor in
health,
go
Rich
you'll earn
after health,
it.
soon you will be
a "millionaire" in health. If
you want
to be a star salesman
if
make you
that will
happy, then you'll be a "millionaire" in happiness.
who are happy. Waksman isolated the wonder drug Streptreating tuberculosis. He gave this discovery to
Millionaires are people
Dr. Selman A.
tomycin, for the world free, passing up becoming a millionaire in dollars to become a "millionaire" in happiness.
Poor
and rich
side
by
side.
Beggars are
we
all,
"mil-
lionaires," too.
One day we are a beggar because we try to cook and can't. The man next door is a "millionaire" when he shows up our cooking.
Then when We're I'd is
it
comes to swimming, he
if I
tried to collect garbage.
can't.
He's poor.
rich.
be poor
rich
with no
in comparison to the poor
The garbage man
hobo on the park bench,
job.
Happiness, though, can
make
the hobo rich.
Decide W/iof rotf
72
He doesn't need sunshine with
a Horse.
little rain,
Want
A carriage. A car, He just needs
to be as
happy
as a millionaire.
Sales Millionaires
When I arrive home with no sales, I'm poor. When I arrive home with many I'm rich
Fm
because
happy.
Ups and downs. First
That's
life.
From hobo
then
then poor
then rich
poor
to millionaire, all in the
rich.
same day
often
by
the slightest twist of the wrist.
The
point
is
this:
but happiness.
Don't measure riches in terms of money Millionaires feel poor
when
they see you happy
munching
a hot dog which might upset their salad stomachs. The big car owner seems rich, until he watches the fun
you are having repairing your little car. Find out what will make you happy in
how
find out It's all
A Not In
to
become a
and then you
millionaire.
that easy.
Story to Prove Success
all successful
fact,
recently,
life,
is
men "make
Is
Not Only Money
a million."
one of the most successful
men
I've
heard about
68 years old and makes about $50 a week.
His name
is
Frank Waller and he
lives in
Middletown,
Ohio. Recently, Frank's story
was featured in a
National Sales Executives organization.
Here
it is:
Frank Waller owns a cart
release
from the
What You Want
Decide
73
Thirty years ago he made a deal with several Middletown stores to haul away their waste paper.
Then he "sold" a from him
on buying
local scrap-paper dealer
it
f
And it
for 30 years that has been Frank's business.
and he runs
From
the
He owns
it.
money he
made
has
over the years, he has
purchased a two-story house.
To my way of thinking, Frank Waller more so than many so-called "big shots."
is
a real success-
In his two-story house Frank is perhaps more happy than many a millionaire in his 20 room abode.
Don't you agree you can be a millionaire in happiness as well as in
And
money ?
in a two-story house!
Magnetize Your Dreams
One way
to start
to yourself, "I
want
dreams to
is
make
through auto-suggestion: Say
$50,000." Say, "I
want
to travel
the world."
Your dreams can become
so dive in your
mind
that
chemically they "magnetize" the brain. Many a time you much about a food you say, "I can almost
have dreamed so taste it."
Right.
Dream hard and long and
dream through the chemical
reaction
you'll
it sets
up
"taste"
the
in the body.
"Magnetize" dreams by thinking hard about them.
Look Hard and Long at Dreams then turn your eyes to the wall, that circle appears on the wall as if by magic. Look hard enough at a dream, and you'll see it in real life. If
you look long
at
a
circle,
Decide What You Want
74 Scientists are
but since
still
we know it will
will begin to be with
The very laws
you daily in
is
to
real life.
of Nature will activate
But remember, your success
by this known fact about dreams, work, think hard and your dreams
baffled
first
them
into motion.
step in this Master
Formula
for
know what you want-
Be reasonable with your dreams, and then you will have a chance to realize your wildest ones. "Don't think. "If I had $50,000" instead think, "How can I
get $50,000."
Think "Aou/'nat
A
"if."
Dream Preceded America
Step 2.
PUT
IT
ON PAPER
ONCE YOU KNOW what you want, then the is
to put
it
next logical step
on paper.
Write the dream down. This takes
it,
mechanically, from the mind's intangible eye
to the tangibleness of your real eye.
This
is
the proper step in the mechanics of translating
dreams into
making
taking ephemeral Castles in Spain and them into real life brick and mortar. facts;
one plus one equals two! get the dream on paper by breaking it down; boiling down; so that you can now see the dream, on paper,
It is
You it
instead of floating aimlessly around in the mind.
Things you can
coming
true,
see
seem to have a
better chance of be-
than those flying unattached around in the
brain.
So
set
the dreams on paper. Like o
Grocery
List
If you will list your dreams like you would a grocery list, then you won't forget your goal. In this way the dream, or dreams, begin to travel from one
part of your mind, the imagination chamber, to the conscious mind through the medium of your eye. 75
Put
76
on Paper
It
Write them on a permanent piece of paper; write them on backs of books, inside envelopes anywhere that the dream will continue to live with you. Use a grease crayon and write it on the mirror so you'll it morning, noon, and night. This isn't silly. It is sound sense because if you are confronted with something continually, soon it becomes part of
see
your
life.
always running his fingers up and down even take mop pianos whenever he finds one; good golfers is it when afternoons handles on Sunday raining and practice
A piano player
is
in their cellars. It is
hard to forget bread when
Make a
it is
on your grocery
list.
Dream
Blueprint of the
the big step to unlock that door between your daydream, living in its mythical brain castle, and the cold land of reality.
Putting dreams on paper
is
You are making
blueprint
tive
a real
life
now for the
imagina-
dream.
Before any
real-life
house can be
built,
you need blue-
prints.
So as a good
architect, blueprint that
dream.
Once youVe mastered simple mechanic of unlocking that door between your subconscious mind, where the dream this
is
floating around,
down
will
come
that
dream
as if
on a
roller coaster. It
tumbles
down
the chute from '7 hope to have' to '7 can
have!'
So blueprint that dream. Get
it
where
it
can be seen.
Put
It
on Paper
77
Be Specific
The
trouble with
specific.
They
say,
sand, a million
in Listing
many dreamers
"Oh,
I'd quit
if I
Dreams is
that they are not
had a hundred
dollars,
a thou-
my job."
only marry a rich, dark man, or blonde just anybody, so I could have a home and children." Being indefinite is weakness. The dreams will float aim-
They
say,
less inside
"Oh,
if I'd
your "dream castle" until you make them concrete.
Specific. Definite.
So write down the exact thing you want. Write down |25,ooo, $50,000, $1,000,000, whatever is the exact amount of money you want. But be reasonable that's the only requirement Write down
blueprint the exact home you want, the the woman, the business, but be specific.
man, Your mechanics will not be able to fulfill the dream if it is foggy, vague, and indistinct. Don't say, "I want fine dresses." Say, "I want a Hattie Carnegie." Something definite that you 'kjiow will look
on you. "I want
to be rich" isn't as effective as, "I
Repetition
Is
want
$100,000!"
Mosf Needed
You remember most when you write things down. When you write them down many times you remember more, because in writing down you burn into your memory muscles. Writing down creases the memory. That is why Napoleon Hill, who has written a lot on this subject in his book, Thinly and Grow Rich, tells his readers to mark down their objectives on mirrors for daily repetition of the things they want.
Put
78
Soon you will
'*
fl
to "taste" the actually be almost able
Paper
dream;
you, or the smooth you can almost feel that mink ride of that Cadillac, or that plush seat in the executive
on
coat
office
you hope
to
have some day.
Repeat your dream.
It
burns into the memory.
He Wrote Things Down on Paper This
man dreamed
of
making friends, and while he wrote
dream down, he also wrote down his customer's "dreams" and "desires." His name is Tom Nolan and this is his success secret. Tom Nolan has an individual card for each customer and this
after
he makes a
sale,
he
jots
down the
customer's preferences
and information about
for color, material, style, price, size
work, his home and his family. When a- customer comes in, Tom asks him,
his
your family like that gray tweed
suit
"How
did
you bought two months
ago?"
And
the customers love
Tom
it!
Every time he gets a new customer, he follows up with a personal letter a week or two after the sale is made. When an old customer sends a But that
isn't all
friend to him,
Tom
Nolan
does.
writes both of them, thanking one for
the business and the other for sending the prospect in to see
him.
Do
the customers appreciate
Tom
Nolan's sincere grati-
tude and thoughtfulness ? Well, in just one year's time, over a thousand new customers came to .Tom Nolan because they had been recom-
mended by a mutual friend or a One customer alone, over the
satisfied
customer.
last several years,
has sent
Put
It
on Paper
79
more than 100 people in to see Tom and most become steady, valued customers.
of
them have
Underscore Your Blueprint I it
always underscore sentences in any book
helps
me remember
I read,
because
those sentences for a longer period of
time.
Underscoring physically seems to underscore mentally. When you underscore your "grocery list" of dreams, your very physical action of underscoring marks
itself
on your
memory. So underscore your dreams.
Dreams of a Feather Like
birds,
dreams of a
As you begin
to
list
panion" dreams to list. The big home comes job comes longer
Dreams
feather, flock together*
your dreams
you'll
after the big job,
vacations, bigger
soon find "com-
and with the big
cars.
of a feather, flock together.
And that is another reason why you must put your dreams on paper; must make a "grocery list" of them. For in blueprinting them you become an architect of your Castle in Spain.
Dreams come
close to realization
when on
paper, in front
of you, within touch of your fingers.
So
start
now
with Step
Two in
your dream on paper! Then watch one and one begin
The Empire
State Building
the Master
to add
up
Formula Put
to two.
Was Once a
Blueprint
Step 3.
KNOW WHERE TO START /
DON'T PUT THE
cart before the horse.
you can catch fish, you must know where to know where to find the row boat, know where
First before
get the bait,
to cast the line.
Knowing where is
make your dream come
to start to
true,
the next logical step after getting the dream on paper. into logical sequence into
You must put your dream proper order.
Being in proper sequence means no lost motion. You blueprint the building, then plot the foundation, then dig the foundation, then put up the siding begin to put on the root
There
is
a
logical order, also, to building
all
before you
your Castle in
Spain.
So Take Your Dream Apart Put
it
on
On
a planning board, if bench in the garage, or on the
the dissecting table.
only the kitchen table, a work back of a blank page in your sales book.
"What now is the logical order in which to go about making my dream come true? What must I do
Ask
yourself,
first?"
Suppose
as a salesman, for
example, you want to become 80
Know Where
to Start
81
president of the firm. Step one
present job. "If
give
I
Does
it
would be
to analyze your
warrant extension of territory?
made a good record on my present job, would
me
a larger territory?
When
he
the boss
does, can I then shoot
for junior executive ? "If I prove, then, I
accounts,
then
my
can handle
vice-president.
successful, I
can handle
sales
is
you make
how it
perhaps the Board would make as time went on, and my job was
this,
Then
would be
moved upward That
as I
might I then be in line for salesmanager? Perhaps job would be to train manpower.
"Being successful in
me
men
in line for the president's job as he
or retired." to analyze the dream.
Only
way can
in this
logical.
Dreams seem illogical in the mind, but on your they can become very practical and orderly.
blueprint
To
help you in your blueprinting I have put a wheel of fortune in the inside cover of this book* Use it to analyze
your dream.
The Reader's Digest Story
DeWitt Wallace was wounded
in
World War
I.
That's a
long time ago. In the hospital he took to reading, but found so much to read and so little time, he wondered, "How about a digest of news?"
He
toyed with the idea.
He
even wrote a few
"dummy
magazines."
Back
home he
returned to the publicity department of Western Electric Company in Pittsburgh, but still spent his at
spare time with the idea*
Know Where
82
He was
trying to find Step Three;
*o Starf
"Know Where To
Start."
Then
in the panic of 1921
he
lost his job.
Lila Bell Acheson Wallace he cut
up
With
his wife
clippings, pasted
them
into articles.
He
borrowed $1,300 and in February 1922 he started the Readers Digest.
more
took time
It
time. Success
is
ageless though,
and
today these two people employ 74 editors! Their American edition alone has nearly 10,000,000 circulation!
A
Boy and a Dream Comes True
Gene Goss used
He
to
didn't like the
some more
wash
dishes for $8.50 per week.
way the
boss yelled, "Hey, boy,
wash up
glasses."
So Goss dreamed of buying out that boss. He put that dream on paper, and set it in motion
knowing where
He
invested his small savings in a small cafe himself.
in a used-car
Then
lot.
On one of the "A Steal Take
had on
three cars he it
insurance firm paid It
by
to start.
Away."
A
his lot he put a sign,
thief did. Fortunately, the
off.
took more than luck and pull to parlay those three cars
he bought from
The
his cafe savings, into a
huge
lot.
other day in Dallas where this boy and his
dream
all
took place, he purchased the old cafe building.
A
recent story on
him
in the Dallas
turned $10 into three used car
home!
lots,
News
a Cadillac
told
and
how he
a $65,000
Know Where
83
fo Sforf
Another twist of
The former
fate:
keeper for Goss, "the hoss trader" as
boss
he
became a book-
calls himself.
"Case" Your Dream become salesmanager by skipping the other of getting more territory, becoming a junior executive, to
Trying steps is
putting the cart before the horse. "Case" your dream like a Jimmy Valentine cases a "joint"
for a robbery.
Hoping
to get a fur coat just
You must I
can do
figure,
that,
to
then maybe
buy a
mink
money Or you might will
become an
will learn
Soon
all
I will
"How
can
by hoping won't work. I
improve
my appearance?
will attract the right
I
say, "I
am no
assistant
beauty. But
buyer in
about dresses.
my
Then
is
be meeting manufacturers.
putting the
dream in logical
I
store.
have
Then
talent. I
buyer.
I
will study designing.
I
I
will be in a position
them design better clothing because know what women like." This
with
coat."
to help I
man
If
order.
as a store
buyer
Knowing where
to start. Casing the dream.
Now as a famous designer you can buy all the mink coats you want.
The horse is
then where
it
belongs
pulling the cart.
1,000 Successes Did This
That Secrets
is
how
made
these 1,000 people in
their
dreams come
my
column Success
true.
Four years ago Lawrence Helms had $17, according to a recent business magazine report on him. Today he is on his first million.
Know WAere
84
fo Sf off
a poor boy he picked berries and sold them, but always dreamed of being rich.
As
He
noticed a big market for radiator grills for autos.
He
took his |i7 and borrowed $500. a hole-in-the-wall shop Plotting his dream, he opened up and made grills. Success was on the way but he went broke because of a poor design, then broke his back
but not his
spirit.
his mind. kept his dream forward in doctors, and got back on his feet
He
Now he is on
that first million
mobile manufacturers,
all
of
from
He
fooled the
selling grills to auto-
whom know Lawrence
Helms.
Ride "Lady Luck" to Success
Remember
there isn't
enough luck
"pull" either. But you can ride luck
to
go around, nor
when you make
it
your-
self.
Even a beggar can manufacture a hobby horse wills
if
he so
it.
"Lady Luck," it seems, is always on the side of the person who knows where to start making a success on the side of the determined person with a definite plan of putting the horse bejore the cart.
Seymore, of Valley City, N.D., actually took a a pipe dream and made a fortune.
Allison
J.
dream As a Major
war he took to carving pipes to pass the time away. He dreamed about fitting pipes to your in the last
personality.
war his buddies had placed many orders with him. He then plotted how to make the dream really come true.
At
the end of the
He dreamed right. For today his pipes are sold world wide.
Know Where First,
to Start
85
though, he developed the idea of "original" pipes. learned how to carve them, then sold to buddies,
Then he
then city wide in Valley City, then Dakota, then U.S. wide.
Now
world wide. See
important in
making
wide in North
how knowing Where
to Start is
a dream come true!
Often one good way to to listen carefully to
state
start is to
what they
ask others for advice and
say.
Sometimes a person can turn troubles into triumphs by just having an open mind. There's a large factory producing microphones and other electronic equipment in Buchanan, Mich., which wouldn't be there today if Albert R. Kahn, president, hadn't been an
open-minded
listener.
The business faced a crisis at the beginning of World War II when civilian microphone production was about to be stopped. It was necessary to find a new line which would be of military value.
At
this
advertising
manager
man dreamed explain
it
Kahn lunched with
time Mr.
of a radio magazine.
new type
of a
a friend
of microphone.
The
who was
advertising
He had
tried to
to other technically trained acquaintances but they
had brushed
it off.
What would an
advertising
man know
about such things ?
Mr. Kahn didn't brush
it off.
his friend sketched his idea
He followed carefully
on the
tablecloth, (Step
while
Two).
The manufacturer saw a military use the design would make it possible to transmit a voice from a clattering tank, picking up the voice but not noise.
A
great deal of
differential or lip
Forces.
work went
into the project before the
microphone was adopted by the Armed
When it was finally approved, the factory had to add
one annex and then another.
Know Where
8$
fo Sfarf
ready with new ideas for civilian production and the business continued to grow. He still dreams and puts them on paper and into action.
At
the war's end, Mr.
Kahn was
Keep the Horse Before the Cart
Anybody can wish
for a fortune.
the starting place requires a
That
little
is
easy.
But to find
ingenuity and good
thought.
To have
a definite blueprint
is
the secret ingredient of
riches.
In order for dreams to mature they must be in orderly fashion.
That
Joe Press
is
had
a
law of Nature. his
neck broken during World
War
II.
Gushing Veterans Hospital in Massachusetts he couldn't move but he could think. He had a dream of importing the perfumes he found in
During two
years of doctoring at
France.
He Thought What He Wanted, (Step One). When he was able, he Put It On Paper, (Step Two). Then began to think Where To Start, (Step Three). is Right now Joe has half a million dollars in orders. He the sole agent for a popular French perfume in America and is still in his hospital bed.
That
is
knowing how
Knowing not can
I
I'll
to say, "If
have a business and give you
add one and one and get two. were only out of here but how
to I
still
be in the hospital."
many more true
success stories, as
of men and women who have become rich
since
II.
'Nothing Can Beat
Us But Ourselves
we
proceed,
World War
Step 4.
SET
IT IN
MOTION
\ArrrH THE DREAM on paper, and in logical order, then you are ready to set it in motion.
For without motion the dream remains stagnant. There are a million and more inventions in Washington, without motion!
Once you know where to start then start. The dream is ready to be wound up and set into action.
And
here
is
how
to get physical
motion from a
latent,
motionless day dream: belief! Belief is the one word self-starter that will wind up the dream, will start the Castle in Spain into motion. Believe you'll get it and your entire body chemistry
begins working to get the dream underway. Bicycles won't coast far except downhill. The same with dreams.
When You
see,
come
you believe something will happen, it often does. your whole body bends toward making the belief
true.
Getting dreams into motion
is
as simple as that
belief I
Belief Is the Motivator
Doctors believe
know
only too well that
will
defy nature.
you
you
87
when you desire
to live
Set
88
Many a doctor has
said,
"He won't
patient didn't believe this
so
he did
live 3 live.
It in
Motion
months." But the
He
defied nature*
faow I'll succeed" makes you succeed. You brand your subconscious mind with your burning "I
desire,
and
it
sets
an
a chemical action that radiates
up
intangible electricity that attracts success your way. so will the subconJust like a radar beam finds its goal
mind, branded with your wish, find that wish. Someday we will realize our subconscious mind is like a
scious
radio set plus a sending as
set.
We
will harness
its
power
just
send colored pictures through the air and
we can now
them up with a TV set The subconscious mind is
pick
Belief
Read The Magic of
its
own
TV seL
Makes Dreams Real Believing,
by Claude
Bristol,
another
newspaperman who found magic in thinking so hard that you get what you want.
How
come, he
says, that
snow, no birds appear; but miles around ?
when you throw toss bread,
stones in the
and they come from
Radar? Or some hidden force inside the brain? Stare long
around
and hard
to see you.
at somebody's neck,
and soon he turns
Something from you to him motivated
this.
Many
a mother had leaped to her feet shouting,
"My
has been killed."
A
war
her what something else told her a
office telling
week
later the
son
telegram came from the
week
previously.
Yes, the subsconscious
do know
it
is
mind
is
yet to be mastered, but
a great force and that belief will
we
make
it
Set
It in
Motion
89
work. Hard thought seems to
set
up an
electrical force that
affects the brain.
This
thought seems to move the brain just as touch a button on the door, a bell inside the house
electrical
when you will ring.
You
fyiow the bell will ring. Know also that belief hard thought will also ring a bell in your subconscious
mind.
The
will to
want your dream
body an energy real-life
mink
to
come
to
true gives your
change that intangible dream into a
coat, marriage, Cadillac, health, big sales for
your firm.
Take the Case of Colaluca Paul Colaluca of Gardena, California, with a burning dream.
He that
wanted
He
this
didn't believe
was it
when
impossible. Direct-mail
men, of
him and
each corner drug store
Paul
He
recently
had
by mail; he told
impossible.
was
great experience, said to
the trenches
me
to sell vitamins
he was told
sat in
sells
to
me,
"Why buy
by mail
them?"
He
organized Vitaclub (Step One). started a Vitamin-of-the-Month Club (Step Two). He still
belief.
started a direct-mail
campaign (Step Three and Four
one), and sales began. says the day of
Who
all
making money has gone with Morgans and the Macys?
in
the
Fords, the Rockefellers, the
Eugene and Arthur Have Dreams
Two
men, Eugene R. Farney and Arthur
decided to be "our
W.
Percival
own bosses."
They organized Telecoin Corporation. Using Steps One, Two, Three and Four they Knew What They Wanted, they
Ssf
90 Put
On
It
Paper, they
Knew Where
operated washing machines Motion by belief.
They
first),
/* in
to Start
then Put
Motion
(with coin In
The Plan
created 3,000 sub-businesses. Put 3,000 other people
into businesses of their
own through
franchising the
ma-
chines.
Then they went
further
and organized Tele-Juice that
dispenses fruit juices.
In a single year Farney and Pcrcival's dream paid off to the tune of just short of $2,000,000. Who said dreams can't be sold? Can't be made to come true?
Be Proud of
Did you in
life
that
What You Do
ever stop to think that
make
it's
for successful living?
really the little things It's
not what
abilities
counts. you have but what you do with them that the little things. Remember life. Check back in your Remember the time you won the corn-picking contest, and
your best girl rewarded you with a kiss ? The time you wore that new dress you had made yourself and the boy you "admired from afar" asked you to dance?
The time the boss said, "Son, you're doing a fine job my store windows are attracting more attention than they ever did before." Little things
?
Sure
but mighty important to us individu-
ally.
Whatever you're doing, do the sweeping
floors,
be the best
floor
best job possible. If you're
sweeper in your whole town.
If you're digging ditches, dig a better ditch than
know.
If you're
picking corn, pick
than anyone in your
field.
more corn
anyone you and faster
Set
Motion
[f In
91
Be proud of what you're doing
do
it
well
and youll be
successful.
Next time you important. to
do
it
It's
your job, say to yourself, "This job is important because I'm doing it and I'm going start
better than
anyone
else I
know."
? No big things for you and me. Big because did them successfully.
Little things
we
"Will takes
It
11
Hard Enough
It
two hands to drive a car properly; two hands on a
keep it in the right path. "Look, ma, no hands," is apt to end up in an accident. It takes two hands on your belief to keep your dream going
bicycle to
right.
Think hard
and long
and
it
motivates
through a subconscious power plant except that
Warm radar
it
it is
as
powerful
the subconscious
will spot success
itself
we know
into action, little
about
as radar.
mind up with
thought, and like
the real-life Castle in Spain where
your dream can come true. Belief makes dreams become physical
Think tion.
success
and your thoughts
set
up a chemical
vibra-
You can almost feel your ideas tingle in your finger tips.
Thinking
/
mil succeed
dream you have thought
is
the Step Four needed to get the
out,
and blueprinted, and
set into
motion.
You can't miss. One thousand case
histories such as
Farney, and Art Percival prove
Thought Waves Are
Paul Colaluca, Eugene
this.
as Powerful as Radio
Waves
Step 5.
DON'T SETTLE FOR LESS
ONCE THE DREAM is in motion, keep You've your entire
dream toward your goal, Mentally "y u>ve too often
it
in motion.
body mechanism now moving your be tempted to
so don't
made up your mind." Keep
we
Only "Oh, well, half a loaf
are tempted to accept is
settle for less. it
made
less,
up.
figuring,
better than nothing,"
it isn't.
No,
You cheat yourself with half a loaf. You only pick your own pockets when you settle for less. If you have put a mink coat in your dream, don't settle for raccoon!
Keep the
Once the train has come to get
it
moving
Ball Rolling
to a stop,
it
takes lots
more steam
again*
Don't stop your dream.
It is
too hard to get
it
working
again.
Play
it
for all
it is
worth.
Run
it
dry.
you have dreamed of a three months' vacation in Europe, don't suddenly say, "I should be happy with one month. If
Most
folks don't even have that."
most folks haven't got a dream going at full speed like you have. They may not care. But you've got a dream at high speed. Keep it that way. Beat your friends. Yes, but
92
Don'f Seffle for Less
93
dreamed to be president of the firm someday, don't stop with vice-president saying, "I'm lucky to get this If you've
far."
No, you are not lucky
you are
momentum. You're unlucky Keep
if
A
a fool
you stop for
fool to stop
less
than
tops.
the success ball rolling.
Set Your Sights High
Be reasonable
in your
demands
but
set
your sights high. don't give up short of success. Many a prospector has given up within three feet of gold. Make success a habit, for habits are hard to break. And it
Then
is
just as easy to
make
success a habit as to
make hard
luck a
habit.
Don't quit short of
success.
Babe Ruth had more home runs than any other alive but he also had more stride outs.
He
learned from his failures; he did not
let
ball player
them
dis-
courage him. His sights were high.
So aim
for the top job
the top salary
the biggest sale
in the territory.
Aim high
and
you'll get high, if
Don't Let Yourself
you don't
settle for less.
Down
Finn R. Magnus, president of the International Plastic Harmonica Corp., had given up too easily, he wouldn't have made a fortune, as he told me not long ago. If
During World
War
he wanted a harmonica. He could had gone to war. So he made one
II
find none. Their parts himself. He spent three years at it Finally he
tomary
80,
made one with
five parts instead of the cus-
which were impossible
to secure during the war.
Don'f Settle for Less
94
harToday, tie is rapidly becoming the world's largest monica manufacturer. He added one and one and got two.
He didn't say, "If I had the 80 parts I'd make one." Instead he said, "How can I make one without 80 parts?" He found a way and a fortune by not settling for less. Don't you
settle
for less
and
let yourself
down.
Which Toni Has the Wave? a million has not gone Proving that the day of making with the Wanamakers, the Fords, the Bloomingdales, and the Astors, Richard Neison Harris made a million or more
with the Toni cold-wave idea.
On graduating from Yale in
1936 he refused to go with his
wealthy father in the woolen business, but borrowed $5,000. He had an idea, (Step One). He Put It On Paper, (Step
Two). Where
It
took him several unsuccessful attempts to
Know
Then he found how
to Put
to Start, (Step Three).
the Idea in Motion, (Step Four).
went over in a small way." Twelve were other manufacturers experimenting with cold waves. Costs for machinery were expensive. Still
the idea "only
Finally, because he had never Settled For Less, (Step Five), Harris found an inexpensive home-permanent method. Recently, Gillette Safety Razor Company bought Harris
out for $20,000,000!
Gosh,
ain't
he glad he didn't
He
Didn't Settle far Less
we do thing. To
"Ideas cost us nothing. All for the simple neighborly
pay
off
they
make
settle for less?
business
keep our minds open us such things not only
is
worth while."
Don't Settle for Less
That
is
95
how Max Hess
store in a Pennsylvania
Jr.,
who
operates a department
town, sums up the
success secret that
has brought him to the top. In 1920, at the age of 20, Hess inherited a nearly bankrupt firm. He built that business into one that sells 15 million dollars a year in merchandise.
Here's
how he
did
it.
First,
he dreamed up a monthly
sale
of slow-moving items. This system helps his store to turn over stock almost seven times a year, while most merchants
do well
to have four stock turns in the
same
period.
Then, Hess appointed himself the official welcoming committee for new residents of Allentown. When a family moves into town, he always sends a
of the box bears a
map
box of candy as a gift. The cover
of the countryside showing
how
all
roads lead to his department store. This is followed by a personal invitation to lunch, after
which Hess
takes the guest
on a tour of
inspection of the
store.
Another
success secret
is
what Hess calk
his "leasing"
plan. This permits customers to purchase silver tableware at
only a few cents a
week for a place
store stock the largest silver
setting. It helps the
Hess
volume of any department
store
in the country. Little things like giving
add
candy to a child who has a haircut
to the store's popularity, while sending
presents
on birthdays
young customers
also has built sales.
is a man who wouldn't settle for one dream in a lifeHe made many dreams come true.
Here time.
And Neither
Did
He
Outside of the King of England, Harry Winston of York has the biggest collection of historic gems.
New
Don't
9$
SeWe
for Less
an apprentice jeweler. He used the six Steps and now owns the Hope diamond, the Idol's Eye, the 126 carat Jonker's diamond, and a 337 carat sapphire. with just one or a few of the world's most He didn't
He
started as
stop
precious jewels settling for less
but persisted till he was sure he wasn't than he had dreamed of.
And Neither Should You As you read
my
these
1,000 successful
of many, many success stories of some men and women in my newspaper
column, remember, they made "theirs" in just the last ten or 20 years, in America, which is still the "Land of Opportunity."
One thousand people can't be wrong! That is, one thousand who have made fortunes, such as Magnus and Harris, since the last
not in days gone by but today
You want family, love,
World War!
home, a Cadillac, a trip
health, independence, security, children, life
and
liberty
a
mink
coat,
around the world. Pick your wildest dream. Just J(eep put this formula to work for you.
it
within reason.
Once it is working, don't settle for less. Be persistent. Adhere to your dream. Keep
it
on a
Then
single
track. Persist!
Don't give up the ship. Don't
settle
for less than
the entire dream!
Trains Often Bac{
Up
Before They Can
Go Forward
Step 6.
RECOGNIZE
ITS
ARRIVAL
ONCE THE DREAM is realized, recognize itDon't curb ambition
then relax.
just greediness.
Enjoy what you worked for. Don't become obsessed with a restless urge for more and more success, more and more accomplishments. Relax a little and enjoy your Castle in Spain.
Once you
are sure the goal
settled for less, that
is realized, that you haven't are fulfilled, then learn how dreams your
to enjoy them.
Why work for a dream, then not enjoy its arrival ? That would be like broiling a good, sizzling steak, then passing it up to cook a pot of beans just to prove you can also cook beans.
Learn when to stop that forward Ambition
There
Is
surge.
Not Greediness
a difference between being ambitious, and being is all right to have ambitions providing you recog-
is
greedy. It nize their arrival and quit
when
you've
made them come
completely true.
Only too often the urge to become even a greater success keeps you going, and soon like any warrior who tried to conquer too much of the world, you are doomed. 97
Its
Recogmxe
98
The
doctors get you.
The undertaker
Arrival
begins to tip his hat
to a prospect for his business.
Greed leads to a break-down. You
fail to
appreciate things
any longer. That mink coat looks cheap to you beside a sable. That Cadillac you dreamed about looks inferior now to a Rolls Royce.
You
are "poor" once more.
Greed has taken you for a
ride.
Happy People Enjoy Success If
you don't
realize that today's success
was
yesterday's
fortune. daydream, then you won't enjoy your present good on to newer fortunes. Soon you are a You
prod yourself
man"
because you have lost all sense of proportion. Even caviar and champagne is old stuff to you.
"poor
A kid with a hamburger enjoys himself more than you. The
cycle has turned,
and
is
taking you back.
You
will
soon land, mentally, back behind that ribbon counter, in that upper berth calling on the trade, in a small kitchen wondering "wot hoppened!"
This
is
"wot hoppened": You
failed to appreciate
your
success.
You got success but bled it too much. You liked the taste, then pushed it on and on, until the doctor warned you, the insurance man avoided you, and you were as poor as a church mouse.
Too works
often someone uses this wonderful formula, finds easy, then plays the
tune so often
it
it
lacks pleasure
for him.
He
fails
to realize that today's
happiness
is
what he
Recognize
Its
99
Arrival
dreamed about yesterday; that today in his dreams of yesterday.
is
what he wished
to be
Recognize success. Then sit back and enjoy it when it comes. Happy is the person who can enjoy today and not be too concerned about tomorrow.
Don't
but don't prod yourself for too much.
settle for less
The Doctor of Dolls
One
of
my
1,000 Success Secrets
is
T. E. Burton,
Jr.,
of
Richmond, Virginia, who took up "doctoring/' As a student in the Maryland Institute of Art in Baltimore, he took an interest in dolls, since he had repaired two for his children.
Friends came to him with their broken
dolls,
then friends
of friends.
Soon he began to get mail-order jobs. He charges $3 for a "minor operation" and as high as $20 for a "major operation."
Burton has become a success in a business he
dreamed about while employed ways in Virginia. But he knows how
for the
one he
Department of High-
to enjoy that dream.
He isn't going on
now thinking about a big office in the Empire nor of becoming a real
likes,
State Building,
M.D.
He is content with being a "doctor of dolls." He didn't think, "If I become a good mender of dolls," ?" and when he reached his goal, he but, "How can I relaxed so he could drink in his success to the
A Good
Rule to
full.
Remember
"A monkey clad in sil\ is a monkey still? How many people do you know who spend great
effort to
Recognize
100
amass a fortune
yet
make no
Jfs
Arrival
improve their most
effort to
character?
important asset
They apparently have never heard of
the Spanish proverb
above.
We can
all
gain
much from
this proverb.
to day, attempting to reach the
As we go about from day top of our field, let's remember necessarily the
The
marks of the
greatest
men
and gold are not
that silver
successful
man.
of our time, in fact, have been
famous
because of outstanding character! a very good thing, of course, to amass a fortune, if
It is
we
use
it
wisely and
if
we
build on a solid foundation of
personal honesty.
As we
try to climb
upward, however,
Golden Rule with the rest of our gold
let's
at Fort
not bury the
Knox!
There's the Story of Bud
Another of the in the past
few
who have become a success, knew enough to stop and enjoy
1,000 people
years,
then
Bud Ward of Norwichtown, Connecticut. Bud is a spastic, with arms and legs strapped to
it, is
He
his sides.
learned from his dreams that he wanted to repair
radios.
He Knew What He Wanted,
couldn't put
it
on paper, but he Put
Two). He Knew Where
It
(Step
One).
He
on His Mind, (Step on how
to Start, by reading books
to repair radios, (Step Three).
He Put His Idea into Motion, (Step man with nimble fingers to work as remember, he had
He
his
own arms
Four), by hiring a
he directed,
since,
strapped to his side.
Didn't Settle for Less than a radio repair business,
(Step Five), but
when he Recognized
Its
Arrival,
(Step
Recognize
f fs
1 01
Arrival
he didn't become greedy and try for a chain of shops. He is content to enjoy his dream a repair workshop for
Six),
radios.
He
repairs
with his brain as
his helper
and "right
hand", Eugene Raymond, works with his hands.
Come and Go
Success Con
Once you get success, watch out it suddenly as it came through neglect!
Remember
the famous movies,
Fast!
doesn't flee
What
you as
and
Price Glory
Seventh Heaven?
Remember
the old stars
Annette Kellerman,
Theda
Bara, the
who made famous
first
vamp, and
the one-piece
swim
suit?
Well, a pants-presser
is
responsible for them, William Fox,
who is his own rags to riches story
but with a tragic ending.
His pants-pressing boss refused to give him a $3 raise. He started the nickelquit He used the Six Steps to Success and
odeon in Brooklyn. This was the forerunner of the Fox Films in Hollywood, soon to be worth millions with Fox, himself, insured for $6^00,000.
But his kingdom crashed in come, easy go"
to this
1929. It
was almost
Hungarian immigrant
in Step Six, "Recognize Its Arrival" and "know relax." Otherwise you might lose everything.
is
"easy
and the moral
when
to
Don't Die "Poor"
dream about a fortune T^oo many people die "poor." They in a Castle in Spain on the top of the biggest hill in their town.
They gain
it.
Then being on
to go, so they try for the
moon.
top, they
have no place
else
102
Recognize
Over-investing
investing the "second time"
/fs
Arrival
often ruins
them.
They knew
their first business.
venture into other businesses.
But being
They go
restless,
they
broke.
Either that, or they are caught in the whirlpool of success and can't get out mentally. They die "poor."
Squeeze your dream dry. Don't
you get
it,
relax
Dont Reach
and enjoy
for the
settle for less,
but
when
it.
Moon
Who Wants It Anyway!
PART
HI
More Keys to Success
Chapter
i
DON'T THINK
IF WISHES
WERE
"IF
11
horses, beggars
"HOW
-THINK
would
ride.
Any beggar, sitting on the park bench, can have at least a
hobby
11
a horse
horse.
Providing he stops thinking
if
and
starts to figure
how.
Translating park-bench or ribbon-counter dreams into
merely a mechanical process. have given you this mechanical process, now let explain it even further and highlight one word: howl
real-life jobs is I
As
a newspaper reporter
I
was always
When
Why happened, happened, Who it happened to. But most important my editor it
happened,
happen. That one word
miss
my
told to
tell
What
happened, Where
always said:
How
did
it
it
how is the basis of all news reporting.
How I
it
me
Magnetizes Dreams
plane. Should
I sit
back and moan,
"If I
had
get to
my
only started for the airport sooner?"
That lecture
"If I
gets
me
nowhere. So
I think,
"How
can
I
on some other method of transportation?" had a million dollars," sighs the girl in the retail store,
looking at
all
the fine clothes around her. She gets nowhere. 105
Think
Don'f Think "If"
106
Next
money She
to her
so I can
figures
is
another
buy
how
who
girl
thinks,,
"How
"How"
can
I
get
these fine things myself."
others got their
She puts it into motion. She realizes that one word
how
money. She makes a plan. magnetizes her dream, as
you have observed in the Master Formula. Soon you read about these girls, the Gloria Swansons, the
Lana Turners, the Cass Cinderella
Daileys.
is still alive.
When You
Fee! Beaten
When you feel you are beaten, don't say, "if Harry Truman didn't say, back and figured, "How can
He
upset
all
American
"If I could I
polls
win
5
,
think
"how"
people,"
he
sat
get votes.'*
by being
re-elected President
of the United States.
"How can I beHe became presi-
Charles Luckman, a salesman, thought,
come
president of
my
firm, Pepsodent?"
dent
The salesman in the lower berth doesn't say, "If boss I'd be home tonight with my family." Instead, he
"How
can
I
become head of
my
I
were
thinks,
firm?" Soon he becomes
head,
Vincent Riggio, salesman for Lucky Strikes, thought "How" and today is head of this firm.
"How"
can carry you to success.
A True Futures,
True Story
Inc. is incorporated in the state of
Oppor-
tunity.
A
single offering late this
summer
to about 120 persons
"If
Doit'f Think
Think
"How"
resulted in 50 sales, totaling
107
some
$670.
And more
portantprovided G. Herbert True and his wife Betty with a knowledge of practical psychology! Herbert True
is
A "young man m '
know
wants to
all
at the same time
im-
Ann
a ay-year-old radio-TV producer-writer. a hurry" with a flair for the dramatic, he
there
manage
is
to
know about
TV and radio and
to provide for a wife
and two small
sons.
In the summer of 1950 he enrolled in the NBC-TV summer institute and the Northwestern University graduate school,
and
as a result of the
work he did
there
was
offered a
graduate scholarship at Northwestern in 1951, which would enable him to complete his master's work and do a good deal of special study into various phases of
TV
operation.
Despite the fact that the scholarship represents only $350 cash and half of the tuition for each of two quarters
enough
opportunity.
He
he could get enough. So he set about financing
not
scarcely
True recognized an wondered how he could add to that money,
to support a family of four
if
his
new academic
opportunity
through the organization of True Futures, Inc. Getting up a
two-page
letter,
list
some 120
True Futures
addressed to a
With $700
people,
True
sent
them
a
a professionally printed stock certificate for
five shares ($5) of
deposit slip
of
of his
St.
stock,
and a stamped mail-
Louis bank.
own money,
the fact that Northwestern
was able to get him satisfactory Quonset-hut housing for $60 a month, and some off-jobs he has picked up, the money
from the
sale of stock certificates will see
True and
family through the two semesters at Northwestern. Isn't that
a real success story?
his
1
Doit'* TAfflk
OS
Success Conies Witt
A repair man I'd
it
keep
He
Think
"How"
"How"
in a fine country club
member
be a
"If
"If I
says,,
man
of this club instead of a
were
rich,
called in to
in repair."
gets
nowhere.
Bob Thornton
of Dallas didn't say, "If I were president of
a bank, I'd build a huge skyscraper." He figured, "How can I be president"
He
found "how" and became head of the Mercantile Bank, and soon had one of the
tallest
bank buildings in the world. Built during the
war, too.
He
didn't say, "If
I
can get
steel,"
but
"How
can
it
be
He found "how" and the bank went up. So right now think, "How can I make a plus sale'*; "How can I get a promotion"; "How can I make money?" secured?"
Don't be an
"if-er"
on
a park bench.
Success comes to those
who
Be a "Think-How~er I"
think "howl"
He Makes a Hat
Fit
Harry Rolnick didn't think, "If I could make a hat that conformed to men's heads." He asked himself, "How can it
be done."
With such
capable
found a way.
He
is
men around him as Irving Pierce, he now head of the Byer-Rolnick Hat
Company. Their hats
fit
men
cause he figured a
"Know-how" factories of It
"If I
works
is
alike,
way how. what this
from Portland is
to Portland, be-
called in the
workshops and
America. also
with men.
The bench worker who grumbles,
were only foreman" never gets to that
job.
Think
Don't Think "If"
The man who
sits
"How"
back and
109
figures,
How
man, then superintendent
can
I
"How
can
I
be fore-
improve myself and
get a promotion?" usually finds a way. "Know-how" does it.
Today's Success Secret "Grain by grain the hen
fills
her crop"
How applicable this old proverb is to young people of our country today. In the last few years, thousands of young men and women have come to me, asking how can they get started in the business world.
What near
they really
mean
to say
is:
"How
can
The young man
woman
or
starting out today is learning
rapidly, just as I did, that the road to success
or rapid one. There
On
or
I start at
the top."
is
no
the other hand,
is
starting at the top for
young people
not an easy
most of us.
just out of school
and
starting a career will find real satisfaction in business, in-
dustry,
and on the farm.
That's because success
is still
possible in this great country
young person who will build his with hard work and effort, can reach
of ours. Today, in fact, the career step by step
goals most of us didn't
know
existed even a
Six Little Serving
They
will
work
for
you
few years ago.
Men
on the bench, behind the ribbon
counter, in that upper in the Pullman.
They
will
work
for everybody, alike, just as they
do
for
the newspaperman.
Who, What, Where, When, Why and most
Howl
important,
110
Don't Think "If"
Learn
how
to edit your ability.
Avoid the word "if
5
and go
Think
"How"
Be your own editor. town on that one word,
to
"how? Let
six little serving
men help your dreams come true.
The Waldorf-Astoria Was Once
A
Dream
Chapter 2.
THE DAY OF HORATIO ALGER NEVER OVER
IS
Many -fortunes have been made since World War II, from people who live on both sides of your street, and here are a
I
few
of their success stories
HAVE FROM time
and
secrets.
to time hinted that you don't have to be a
second Ford, Edison, Macy, Wanamaker or one of the Wright Brothers to make a fortune.
Only too often, people are prone to sit back and say, "Aw, you can't make a million any more. We've all the cars and stores and gadgets we need. The day of making a million is over."
That is not true. Here are even more success secrets of men and women who have and are making fortunes today this very minute up and down the very street you live on: not too long ago Woodrow Miller of Colton, California, was a civil service employee in Washington. But he wasn't satisfied.
In 1936
He
working f
