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Napoleon hill the law of success in sixteen lessons Document Transcript

  • 1. THE LAW OFSUCCESS IN SIXTEEN LESSONS Teaching, for the First Time in theHistory of the World, the True Philos-ophy upon which all Personal Successis Built. BY NAPOLEON HILL 1928 PUBLISHED BY The RALSTON UNIVERSITY PRESS MERIDEN, CONN.
  • 2. C OPYRIGHT , 1928, BYNAPOLEON HILL ______ All Rights Reserved Printed in the U.S.A. -2-
  • 3. General Introduction to theLAW OF SUCCESS COURSE By Napoleon Hill -3-
  • 4. Dedicated to ANDREW CARNEGIEWho suggested the writing of the course,and to HENRY FORDWhose astounding achievements form thefoundation for practically all of the Six-teen Lessons of the course, and to EDWIN C. BARNESA business associate of Thomas A. Edison,whose close personal friendship over aperiod of more than fifteen years served tohelp the author “carry on” in the face of agreat variety of adversities and muchtemporary defeat met with in organizingthe course. -4-
  • 5. WHO said itcould not be done?And what greatvictories has he tohis credit whichqualify him to judgeothers accurately? – Napoleon Hill. -5-
  • 6. A PERSONAL STATEMENT BY THE AUTHOR Some thirty years ago a young clergyman by thename of Gunsaulus announced in the newspapers ofChicago that he would preach a sermon thefollowing Sunday morning entitled: "WHAT I WOULD DO IF I HAD A MILLION DOLLARS!" The announcement caught the eye of Philip D.Armour, the wealthy packing-house king, whodecided to hear the sermon. In his sermon Dr. Gunsaulus pictured a greatschool of technology where young men and youngwomen could be taught how to succeed in life bydeveloping the ability to THINK in practical ratherthan in theoretical terms; where they would betaught to "learn by doing." "If I had a milliondollars," said the young preacher, "I would startsuch a school." After the sermon was over Mr. Armour walkeddown the aisle to the pulpit, introduced himself, andsaid, "Young man, I believe you could do all yousaid you could, and if you will come down to myoffice tomorrow morning I will give you the milliondollars you need." There is always plenty of capital for those whocan create practical plans for using it. That was the beginning of the Armour Institute ofTechnology, one of the very practical schools of thecountry. The school was born in the "imagination"of a young man who never would have been heard ofoutside of the community in which he preached hadit not been for the "imagination," plus the capital, ofPhilip D. Armour. Every great railroad, and every outstandingfinancial institution and every mammoth business -6-
  • 7. enterprise, and every great invention, began in theimagination of some one person. F. W. Woolworth created the Five and Ten CentStore Plan in his "imagination" before it became areality and made him a multimillionaire. Thomas A. Edison created the talking machineand the moving picture machine and theincandescent electric light bulb and scores of otheruseful inventions, in his own "imagination," beforethey became a reality. During the Chicago fire scores of merchantswhose stores went up in smoke stood near thesmoldering embers of their former places ofbusiness, grieving over their loss. Many of themdecided to go away into other cities and start overagain. In the group was Marshall Field, who saw, inhis own "imagination," the worlds greatest retailstore, standing on the selfsame spot where hisformer store had stood, which was then but a ruinedmass of smoking timbers. That store became areality. Fortunate is the young man or young woman wholearns, early in life, to use imagination, and doublyso in this age of greater opportunity. Imagination is a faculty of the mind which can becultivated, developed, extended and broadened byuse. If this were not true, this course on the FifteenLaws of Success never would have been created,because it was first conceived in the authors"imagination," from the mere seed of an idea whichwas sown by a chance remark of the late AndrewCarnegie. Wherever you are, whoever you are, whatever youmay be following as an occupation, there is roomfor you to make yourself more useful, and in thatmanner more productive, by developing and usingyour "imagination." Success in this world is always a matter ofindividual effort, yet you will only be deceivingyourself if you believe that you can succeed without -7-
  • 8. the co-operation of other people. Success is a matterof individual effort only to the extent that eachperson must decide, in his or her own mind, what iswanted. This involves the use of "imagination."From this point on, achieving success is a matter ofskillfully and tactfully inducing others to co-operate. Before you can secure co-operation from others;nay, before you have the right to ask for or expectco-operation from other people, you must first showa willingness to co-operate with them. For thisreason the eighth lesson of this course, THE HABITOF DOING MORE THAN PAID FOR, is one whichshould have your serious and thoughtful attention. The law upon which this lesson is based, would,of itself, practically insure success to all whopractice it in all they do. In the back pages of this Introduction you willobserve a Personal Analysis Chart in which ten wellknown men have been analyzed for your study andcomparison. Observe this chart carefully and notethe "danger points" which mean failure to those whodo not observe these signals. Of the ten menanalyzed eight are known to be successful, whiletwo may be considered failures. Study, carefully,the reason why these two men failed. Then, study yourself. In the two columns whichhave been left blank for that purpose, give yourselfa rating on each of the Fifteen Laws of Success atthe beginning of this course; at the end of the courserate yourself again and observe the improvementsyou have made. The purpose of the Law of Success course is toenable you to find out how you may become morecapable in your chosen field of work. To this endyou will be analyzed and all of your qualitiesclassified so you may organize them and make thebest possible use of them. You may not like the work in which you are nowengaged. -8-
  • 9. There are two ways of getting out of that work.One way is to take but little interest in what you aredoing, aiming merely to do enough with which to"get by." Very soon you will find a way out,because the demand for your services will cease. The other and better way is by making yourself souseful and efficient in what you are now doing thatyou will attract the favorable attention of those whohave the power to promote you into moreresponsible work that is more to your liking. It is your privilege to take your choice as towhich way you will proceed. Again you are reminded of the importance ofLesson Nine of this course, through the aid of whichyou may avail yourself of this "better way" ofpromoting yourself. Thousands of people walked over the greatCalumet Copper Mine without discovering it. Justone lone man used his "imagination," dug down intothe earth a few feet, investigated, and discoveredthe richest copper deposit on earth. You and every other person walk, at one time oranother, over your "Calumet Mine." Discovery is amatter of investigation and use of "imagination."This course on the Fifteen Laws of Success maylead the way to your "Calumet," and you may besurprised when you discover that you were standingright over this rich mine, in the work in which youare now engaged. In his lecture on "Acres ofDiamonds," Russell Conwell tells us that we neednot seek opportunity in the distance; that we mayfind it right where we stand! THIS IS A TRUTHWELL WORTH REMEMBERING! NAPOLEON HILL, Author of the Law of Success. -9-
  • 10. The Authors Acknowledgment of Help Rendered Him in the Writing of This Course This course is the result of careful analysis of thelife-work of over one hundred men and women whohave achieved unusual success in their respectivecallings. The author of the course has been more thantwenty years in gathering, classifying, testing andorganizing the Fifteen Laws upon which the course isbased. In his labor he has received valuable assistanceeither in person or by studying the life-work of thefollowing men:Henry Ford Edward BokThomas A. Edison Cyrus H. K. CurtisHarvey S. Firestone George W. PerkinsJohn D. Rockefeller Henry L. DohertyCharles M. Schwab George S. ParkerWoodrow Wilson Dr. C. O. HenryDarwin P. Kingsley General Rufus A. AyersWm. Wrigley, Jr. Judge Elbert H. GaryA. D. Lasker William Howard TaftE. A. Filene Dr. Elmer GatesJames J. Hill John W. Davis - 10 -
  • 11. Captain George M. Alex- Samuel Insul ander (To whom the F.W. Woolworth author was formerly Judge Daniel T. Wright an assistant) (One of the author’sHugh Chalmers law instructors)Dr. E. W. Strickler Elbert HubbardEdwin C. Barnes Luther BurbankRobert L. Taylor O. H. Harriman(Fiddling Bob) John BurroughsGeorge Eastman E. H. HarrimanE. M. Statler Charles P. SteinmetzAndrew Carnegie Frank VanderlipJohn Wanamaker Theodore RooseveltMarshall Field Wm. H. French Dr. Alexander Graham Bell (To whom the author owes credit for most of Lesson One). Of the men named, perhaps Henry Ford andAndrew Carnegie should be acknowledged as havingcontributed most toward the building of this course,for the reason that it was Andrew Carnegie who firstsuggested the writing of the course and Henry Fordwhose life-work supplied much of the material out ofwhich the course was developed. Some of these men are now deceased, but to thosewho are still living the author wishes to make heregrateful acknowledgment of the service they haverendered, without which this course never could havebeen written. The author has studied the majority of these menat close range, in person. With many of them heenjoys, or did enjoy before their death, the privilegeof close personal friendship which enabled him to - 11 -
  • 12. gather from their philosophy facts that would not havebeen available under other conditions. The author is grateful for having enjoyed theprivilege of enlisting the services of the mostpowerful men on earth, in the building of the Law ofSuccess course. That privilege has been remunerationenough for the work done, if nothing more were everreceived for it. These men have been the back-bone and thefoundation and the skeleton of American business,finance, industry and statesmanship. The Law of Success course epitomizes thephilosophy and the rules of procedure which madeeach of these men a great power in his chosen field ofendeavor. It has been the authors intention to presentthe course in the plainest and most simple termsavailable, so it could be mastered by very young menand young women, of the high-school age. With the exception of the psychological lawreferred to in Lesson One as the "Master Mind," theauthor lays no claim to having created anythingbasically new in this course. What he has done,however, has been to organize old truths and knownlaws into PRACTICAL, USABLE FORM, where theymay be properly interpreted and applied by theworkaday man whose needs call for a philosophy ofsimplicity. In passing upon the merits of the Law of SuccessJudge Elbert H. Gary said: "Two outstanding featuresconnected with the philosophy impress me most. Oneis the simplicity with which it has been presented, andthe other is the fact that its soundness is so obvious toall that it will be immediately accepted." The student of this course is warned against - 12 -
  • 13. passing judgment upon it before having read the entiresixteen lessons. This especially applies to thisIntroduction, in which it has been necessary to includebrief reference to subjects of a more or less technicaland scientific nature. The reason for this will beobvious after the student has read the entire sixteenlessons. The student who takes up this course with anopen mind, and sees to it that his or her mind remains"open" until the last lesson shall have been read, willbe richly rewarded with a broader and more accurateview of life as a whole. - 13 -
  • 14. Contents of This Introductory Lesson1. POWER what it is and how to create and use it.2. CO-OPERATION-the psychology of co-operative effort and how to use it constructively.3. THE MASTER MIND-how it is created through harmony of purpose and effort, between two or more people.4. HENRY FORD, THOMAS A. EDISON and HARVEY S. FIRESTONE-the secret of their power and wealth.5. THE "BIG SIX" how they made the law of the "Master Mind" yield them a profit of more than $25,000,000.00 a year.6. IMAGINATION-how to stimulate it so that it will create practical plans and new ideas.7. TELEPATHY-how thought passes from one mind to another through the ether. Every brain both a broadcasting and a receiving station for thought.8. HOW SALESMEN and PUBLIC SPEAKERS "sense" or "tune in" on the thoughts of their audiences.9. VIBRATION-described by Dr. Alexander Graham Bell, inventor of the Long Distance Telephone.10. AIR and ETHER how they carry vibrations.11. HOW and WHY ideas "flash" into the mind from unknown sources. - 14 -
  • 15. 12. HISTORY of the Law of Success Philosophy, covering a period of over twenty-five years of scientific research and experimentation.13. JUDGE ELBERT H. GARY reads, approves and adopts the Law of Success course.14. ANDREW CARNEGIE responsible for beginning of Law of Success course.15. LAW OF SUCCESS TRAINING-helps group of salespeople earn $1,000,000.00.16. SO-CALLED "SPIRITUALISM" explained.17. ORGANIZED EFFORT the source of all power.18. HOW TO ANALYZE yourself.19. HOW A SMALL FORTUNE was made from an old, worked-out, worthless (?) farm.20. THERES A GOLD MINE in your present occupation if you will follow directions and dig for it.21. THERES PLENTY OF READY CAPITAL for development of any practical idea or plan you may create.22. SOME REASONS why people fail.23. WHY HENRY FORD is the most powerful man on earth, and how others may use the principles which give him his power.24. WHY SOME PEOPLE antagonize others without knowing it.25. THE EFFECT of sexual contact as a mind stimulant and health builder.26. WHAT happens in the religious orgy known as the "revival."27. WHAT we have learned from "Natures Bible."28. CHEMISTRY of the mind; how it will make or destroy you. - 15 -
  • 16. 29. WHAT is meant by the "psychological moment" in Salesmanship.30. THE MIND becomes devitalized-how to "recharge" it.31. THE VALUE and meaning of harmony in all cooperative effort.32. OF WHAT do Henry Fords assets consist? The answer.33. THIS IS THE AGE of mergers and highly organized co-operative effort.34. WOODROW WILSON had in mind the law of the "Master Mind" in his plan for a League of Nations.35. SUCCESS is a matter of tactful negotiation with other people.36. EVERY HUMAN BEING possesses at least two distinct personalities; one destructive and one constructive.37. EDUCATION generally misunderstood to mean instruction or memorizing of rules. It really means development from within, of the human mind, through unfoldment and use.38. TWO METHODS of gathering knowledge, through personal experience and by assimilating the knowledge gained through experience by others.39. PERSONAL ANALYSIS of Henry Ford, Benjamin Franklin, George Washington, Abraham Lincoln, Theodore Roosevelt, Wm. Howard Taft, Woodro w Wilson, Napoleon Bonaparte, Calvin Coolidge and Jesse James.40. AUTHORS "After-the-Lesson Visit." - 16 -
  • 17. TIME is a MasterWorker that heals thewounds of temporarydefeat, and equalizes theinequalities and rightsthe wrongs of the world.There is nothing"Impossible" with time! - 17 -
  • 18. THE LAW OF SUCCESS Lesson One THE MASTER MIND "You Can Do It if You Believe You Can!" THIS is a course on the fundamentals of Success. Success is very largely a matter of adjusting onesself to the ever-varying and changing environments oflife, in a spirit of harmony and poise. Harmony isbased upon understanding of the forces constitutingones environment; therefore, this course is in realitya blueprint that may be followed straight to success,because it helps the student to interpret, understandand make the most of these environmental forces oflife. Before you begin reading the Law of Successlessons you should know something of the history ofthe course. You should know exactly what the coursepromises to those who follow it until they haveassimilated the laws and principles upon which it isbased. You should know its limitations as well as itspossibilities as an aid in your fight for a place in theworld. From the viewpoint of entertainment the Law ofSuccess course would be a poor second for most any - 18 -
  • 19. of the monthly periodicals of the "Snappy Story"variety which may be found upon the news stands oftoday. The course has been created for the serious-minded person who devotes at least a portion of his orher time to the business of succeeding in life. Theauthor of the Law of Success course has not intendedto compete with those who write purely for thepurpose of entertaining. The authors aim, in preparing this course, hasbeen of a two-fold nature, namely, first-to help theearnest student find out what are his or herweaknesses, and, secondly-to help create a DEFINITEPLAN for bridging those weaknesses. The most successful men and women on earthhave had to correct certain weak spots in theirpersonalities before they began to succeed. The mostoutstanding of these weaknesses which stand betweenmen and women and success are INTOLERANCE,CUPIDITY, GREED, JEALOUSY, SUSPICION,REVENGE, EGOTISM, CONCEIT, THE TENDENCYTO REAP WHERE THEY HAVE NOT SOWN, and theHABIT OF SPENDING MORE THAN THEY EARN. All of these common enemies of mankind, andmany more not here mentioned, are covered by theLaw of Success course in such a manner that anyperson of reasonable intelligence may master themwith but little effort or inconvenience. You should know, at the very outset, that the Lawof Success course has long since passed through theexperimental state; that it already has to its credit arecord of achievement that is worthy of serious - 19 -
  • 20. thought and analysis. You should know, also, that theLaw of Success course has been examined andendorsed by some of the most practical minds of thisgeneration. The Law of Success course was first used as alecture, and was delivered by its author in practicallyevery city and in many of the smaller localities,throughout the United States, over a period of morethan seven years. Perhaps you were one of the manyhundreds of thousands of people who heard thislecture. During these lectures the author had assistantslocated in the audiences for the purpose ofinterpreting the reaction of those who heard thelecture, and in this manner he learned exactly whateffect it had upon people. As a result of this study andanalysis many changes were made. The first big victory was gained for the Law ofSuccess philosophy when it was used by the author asthe basis of a course with which 3,000 men andwomen were trained as a sales army. The majority ofthese people were without previous experience, of anysort, in the field of selling. Through this training theywere enabled to earn more than One Million Dollars($1,000,000.00) for themselves and paid the author$30,000.00 for his services, covering a period ofapproximately six months. The individuals and small groups of salespeoplewho have found success through the aid of this courseare too numerous to be mentioned in this Introduction,but the number is large and the benefits they derivedfrom the course were definite. The Law of Success philosophy was brought to - 20 -
  • 21. the attention of the late Don R. Mellett, formerpublisher of the Canton (Ohio) Daily News, whoformed a partnership with the author of the course andwas preparing to resign as publisher of the CantonDaily News and take up the business management ofthe authors affairs when he was assassinated on July16, 1926. Prior to his death Mr. Mellett had madearrangements with judge Elbert H. Gary, who was thenChairman of the Board of the United States SteelCorporation, to present the Law of Success course toevery employee of the Steel Corporation, at a totalcost of something like $150,000.00. This plan washalted because of judge Garys death, but it provesthat the author of the Law of Success has produced aneducational plan of an enduring nature. Judge Garywas eminently prepared to judge the value of such acourse, and the fact that he analyzed the Law ofSuccess philosophy and was preparing to invest thehuge sum of $150,000.00 in it is proof of thesoundness of all that is said in behalf of the course. You will observe, in this General Introduction tothe course, a few technical terms which may not beplain to you. Do not allow this to bother you. Make noattempt at first reading to understand these terms.They will be plain to you after you read the remainderof the course. This entire Introduction is intendedonly as a background for the other fifteen lessons ofthe course, and you should read it as such. You willnot be examined on this Introduction, but you shouldread it many times, as you will get from it at eachreading a thought or an idea which you did not get onprevious readings. - 21 -
  • 22. In this Introduction you will find a description ofa newly discovered law of psychology which is thevery foundation stone of all outstanding personalachievements. This law has been referred to by theauthor as the "Master Mind," meaning a mind that isdeveloped through the harmonious co-operation of twoor more people who ally themselves for the purpose ofaccomplishing any given task. If you are engaged in the business of selling youmay profitably experiment with this law of the"Master Mind" in your daily work. It has been foundthat a group of six or seven salespeople may use thelaw so effectively that their sales may be increased tounbelievable proportions. Life Insurance is supposed to be the hardest thingon earth to sell. This ought not to be true, with anestablished necessity such as life insurance, but it is.Despite this fact, a small group of men working forthe Prudential Life Insurance Company, whose salesare mostly small policies, formed a little friendlygroup for the purpose of experimenting with the lawof the "Master Mind," with the result that every manin the group wrote more insurance during the firstthree months of the experiment than he had everwritten in an entire year before. What may be accomplished through the aid of thisprinciple, by any small group of intelligent life-insurance salesmen who have learned how to apply thelaw of the "Master Mind" will stagger the imaginationof the most highly optimistic and imaginative person. The same may be said of other groups ofsalespeople who are engaged in selling merchandise - 22 -
  • 24. and other more tangible forms of service than lifeinsurance. Bear this in mind as you read thisIntroduction to the Law of Success course and it is notunreasonable to expect that this Introduction, alone,may give you sufficient understanding of the law tochange the entire course of your life. It is the personalities back of a business whichdetermine the measure of success the business willenjoy. Modify those personalities so they are morepleasing and more attractive to the patrons of thebusiness and the business will thrive. In any of thegreat cities of the United States one may purchasemerchandise of similar nature and price in scores ofstores, yet you will find there is always oneoutstanding store which does more business than anyof the others, and the reason for this is that back ofthat store is a man, or men, who has attended to thepersonalities of those who come in contact with thepublic. People buy personalities as much asmerchandise, and it is a question if they are notinfluenced more by the personalities with which theycome in contact than they are by the merchandise. Life insurance has been reduced to such ascientific basis that the cost of insurance does notvary to any great extent, regardless of the companyfrom which one purchases it, yet out of the hundredsof life insurance companies doing business less than adozen companies do the bulk of the business of theUnited States. Why? Personalities! Ninety-nine people out ofevery hundred who purchase life insurance policies donot know what is in their policies and, what seemsmore startling, do not seem to care. What they really - 24 -
  • 25. purchase is the pleasing personality of some man orwoman who knows the value of cultivating such apersonality. Your business in life, or at least the mostimportant part of it, is to achieve success. Success,within the meaning of that term as covered by thiscourse on the Fifteen Laws of Success, is "theattainment of your Definite Chief Aim withoutviolating the rights of other people." Regardless ofwhat your major aim in life may be, you will attain itwith much less difficulty after you learn how tocultivate a pleasing personality and after you havelearned the delicate art of allying yourself with othersin a given undertaking without friction or envy. One of the greatest problems of life, if not, infact, the greatest, is that of learning the art ofharmonious negotiation with others. This course wascreated for the purpose of teaching people how tonegotiate their way through life with harmony andpoise, free from the destructive effects ofdisagreement and friction which bring millions ofpeople to misery, want and failure every year. With this statement of the purpose of the courseyou should be able to approach the lessons with thefeeling that a complete transformation is about to takeplace in your personality. You cannot enjoy outstanding success in lifewithout power, and you can never enjoy power withoutsufficient personality to influence other people tocooperate with you in a spirit of harmony. This courseshows you step by step how to develop such apersonality. Lesson by lesson, the following is a statement of - 25 -
  • 26. that which you may expect to receive from the FifteenLaws of Success: I. A DEFINITE CHIEF AIM will teach you how to save the wasted effort which the majority of people expend in trying to find their lifework. This lesson will show you how to do away forever with aimlessness and fix your heart and hand upon some definite, well conceived purpose as a life-work. II. SELF-CONFIDENCE will help you master the six basic fears with which every person is cursed-the fear of Poverty, the fear of Ill Health, the fear of Old Age, the fear of Criticism, the fear of Loss of Love of Someone and the fear of Death. It will teach you the difference between egotism and real self-confidence which is based upon definite, usable knowledge. III. HABIT OF SAVING will teach you how to distribute your income systematically so that a definite percentage of it will steadily accumulate, thus forming one of the greatest known sources of personal power. No one may succeed in life without saving money. There is no exception to this rule, and no one may escape it. IV. INITIATIVE AND LEADERSHIP will show you how to become a leader instead of a follower in your chosen field of endeavor. It will develop in you the instinct for leadership which will cause you gradually to gravitate to the top in all undertakings in which you participate. - 26 -
  • 27. V. IMAGINATION will stimulate your mind so that you will conceive new ideas and develop new plans which will help you in attaining the object of your Definite Chief Aim. This lesson will teach you how to "build new houses out of old stones," so to speak. It will show you how to create new ideas out of old, well known concepts, and how to put old ideas to new uses. This one lesson, alone, is the equivalent of a very practical course in salesmanship, and it is sure to prove a veritable gold mine of knowledge to the person who is in earnest.VI. ENTHUSIASM will enable you to "saturate" all with whom you come in contact with interest in you and in your ideas. Enthusiasm is the foundation of a Pleasing Personality, and you must have such a personality in order to influence others to co-operate with you.VII. SELF-CONTROL is the "balance wheel" with which you control your enthusiasm and direct it where you wish it to carry you. This lesson will teach you, in a most practical manner, to become "the master of your fate, the Captain of your Soul."VIII. THE HABIT OF DOING MORE THAN PAID FOR is one of the most important lessons of the Law of Success course. It will teach you how to take advantage of the Law of Increasing Returns, which will eventually insure you a return in money far out of proportion to the service you render. No one may become a real leader in any walk of life - 27 -
  • 28. without practicing the habit of doing more work and better work than that for which he is paid.IX. PLEASING PERSONALITY is the "fulcrum" on which you must place the "crow-bar" of your efforts, and when so placed, with intelligence, it will enable you to remove mountains of obstacles. This one lesson, alone, has made scores of Master Salesmen. It has developed leaders over night. It will teach you how to transform your personality so that you may adapt yourself to any environment, or to any other personality, in such a manner that you may easily dominate.X. ACCURATE THINKING is one of the important foundation stones of all enduring success. This lesson teaches you how to separate "facts" from mere "information." It teaches you how to organize known facts into two classes: the "important" and the "unimportant." It teaches you how to determine what is an "important" fact. It teaches you how to build definite working plans, in the pursuit of any calling, out of FACTS.XI. CONCENTRATION teaches you how to focus your attention upon one subject at a time until you have worked out practical plans for mastering that subject. It will teach you how to ally yourself with others in such a manner that you may have the use of their entire knowledge to back you up in your own plans and purposes. It will give you a practical working knowledge of the forces around you, and show you how to harness and use these - 28 -
  • 29. If you must slandersomeone dont speak it-but write it - write it inthe sand, near the watersedge! - Napoleon Hill. - 29 -
  • 30. forces in furthering your own interests.XII. CO-OPERATION will teach you the value of team-work in all you do. In this lesson you will be taught how to apply the law of the "Master Mind" described in this Introduction and in Lesson Two of this course. This lesson will show you how to co-ordinate your own efforts with those of others, in such a manner that friction, jealousy, strife, envy and cupidity will be eliminated. You will learn how to make use of all that other people have learned about the work in which you are engaged.XIII. PROFITING BY FAILURE will teach you how to make stepping stones out of all of your past and future mistakes and failures. It will teach you the difference between "failure" and "temporary defeat," a difference which is very great and very important. It will teach you how to profit by your own failures and by the failures of other people.XIV. TOLERANCE will teach you how to avoid the disastrous effects of racial and religious prejudices which mean defeat for millions of people who permit themselves to become entangled in foolish argument over these subjects, thereby poisoning their own minds and closing the door to reason and investigation. This lesson is the twin sister of the one on ACCURATE THOUGHT, for the reason that no one may become an Accurate Thinker without prac ticing tolerance. Intolerance closes the book of Knowledge and writes on the cover, "Finis! I have - 30 -
  • 31. learned it all!" Intolerance makes enemies of those who should be friends. It destroys opportunity and fills the mind with doubt, mistrust and prejudice. XV. PRACTICING THE GOLDEN RULE will teach you how to make use of this great universal law of human conduct in such a manner that you may easily get harmonious co-operation from any individual or group of individuals. Lack of understanding of the law upon which the Golden Rule philosophy is based is one of the major causes of failure of millions of people who remain in misery, poverty and want all their lives. This lesson has nothing whatsoever to do with religion in any form, nor with sectarianism, nor have any of the other lessons of this course on the Law of Success. When you have mastered these Fifteen Laws andmade them your own, as you may do within a periodof from fifteen to thirty weeks, you will be ready todevelop sufficient personal power to insure theattainment of your Definite Chief Aim. The purpose of these Fifteen Laws is to develop orhelp you organize all the knowledge you have, and allyou acquire in the future, so you may turn thisknowledge into POWER. You should read the Law of Success course with anote-book by your side, for you will observe thatideas will begin to "flash" into your mind as you read,as to ways and means of using these laws in advancingyour own interests. You should also begin teaching these laws to those - 31 -
  • 32. in whom you are most interested, as it is a well knownfact that the more one tries to teach a subject the morehe learns about that subject. A man who has a familyof young boys and girls may so indelibly fix theseFifteen Laws of Success in their minds that thisteaching will change the entire course of their lives.The man with a family should interest his wife instudying this course with him, for reasons which willbe plain before you complete reading thisIntroduction. POWER is one of the three basic objects of humanendeavor. POWER is of two classes-that which is developedthrough co-ordination of natural physical laws, andthat which is developed by organizing and classifyingKNOWLEDGE. POWER growing out of organized knowledge is themore important because it places in mans possession atool with which he may transform, redirect and tosome extent harness and use the other form of power. The object of this reading course is to mark theroute by which the student may safely travel ingathering such facts as he may wish to weave into hisfabric of KNOWLEDGE. There are two major methods of gatheringknowledge, namely, by studying, classifying andassimilating facts which have been organized by otherpeople, and through ones own process of gathering,organizing and classifying facts, generally called"personal experience." This lesson deals mainly with the ways and means ofstudying the facts and data gathered and classified byother people. · · · · · · · · - 32 -
  • 33. The state of advancement known as "civilization"is but the measure of knowledge which the race hasaccumulated. This knowledge is of two classes -mental and physical. Among the useful knowledge organized by man,he has discovered and catalogued the eighty-oddphysical elements of which all material forms in theuniverse consist. By study and analysis and accurate measurementsman has discovered the "bigness" of the material sideof the universe as represented by planets, suns andstars, some of which are known to be over ten milliontimes as large as the little earth on which he lives. On the other hand, man has discovered the"littleness" of the physical forms which constitute theuniverse by reducing the eighty-odd physical elementsto molecules, atoms, and, finally, to the smallestparticle, the electron. An electron cannot be seen; it isbut a center of force consisting of a positive or anegative. The electron is the beginning of everythingof a physical nature. MOLECULES, ATOMS AND ELECTRONS: Tounderstand both the detail and the perspective of theprocess through which knowledge is gathered,organized and classified, it seems essential for thestudent to begin with the smallest and simplestparticles of physical matter, because these are the A BCs with which Nature has constructed the entireframe-work of the physical portion of the universe. The molecule consists of atoms, which are said tobe little invisible particles of matter revolvingcontinuously with the speed of lightning, on exactly - 33 -
  • 34. the same principle that the earth revolves around thesun. These little particles of matter known as atoms,which revolve in one continuous circuit, in themolecule, are said to be made up of electrons, thesmallest particles of physical matter. As alreadystated, the electron is nothing but two forms of force.The electron is uniform, of but one class, size andnature; thus in a grain of sand or a drop of water theentire principle upon which the whole universeoperates is duplicated. How marvelous! How stupendous! You maygather some slight idea of the magnitude of it all thenext time you eat a meal, by remembering that everyarticle of food you eat, the plate on which you eat it,the tableware and the table itself are, in final analysis,but a collection of ELECTRONS. In the world of physical matter, whether one islooking at the largest star that floats through theheavens or the smallest grain of sand to be found onearth, the object under observation is but an organizedcollection of molecules, atoms and electrons revolvingaround one another at inconceivable speed. Every particle of physical matter is in acontinuous state of highly agitated motion. Nothing isever still, although nearly all physical matter mayappear, to the physical eye, to be motionless. There isno "solid" physical matter. The hardest piece of steelis but an organized mass of revolving molecules,atoms and electrons. Moreover, the electrons in apiece of steel are of the same nature, and move at thesame rate of speed as the electrons in gold, silver,brass or pewter. The eighty-odd forms of physical matter appear tobe different from one another, and they are different, - 34 -
  • 35. Dont be afraid of alittle opposition. Remem-ber that the "Kite" ofSuccess generally risesAGAINST the wind ofAdversity - not with it! - 35 -
  • 36. because they are made up of different combinations ofatoms (although the electrons in these atoms arealways the same, except that some electrons arepositive and some are negative, meaning that somecarry a positive charge of electrification while otherscarry a negative charge). Through the science of chemistry, matter may bebroken up into atoms which are, within themselves,unchangeable. The eighty-odd elements are createdthrough and by reason of combining and changing ofthe positions of the atoms. To illustrate the modusoperandi of chemistry through which this change ofatomic position is wrought, in terms of modernscience: "Add four electrons (two positive and twonegative) to the hydrogen atom, and you have theelement lithium; knock out of the lithium atom(composed of three positive and three negativeelectrons) one positive and one negative electron, andyou have one atom of helium (composed of twopositive and two negative electrons) Thus it may be seen that the eighty-odd physicalelements of the universe differ from one another onlyin the number of electrons composing their atoms, andthe number and arrangement of those atoms in themolecules of each element. As an illustration, an atom of mercury containseighty positive charges (electrons) in its nucleus, andeighty negative outlying charges (electrons). If thechemist were to expel two of its positive electrons itwould instantly become the metal known as platinum.If the chemist could then go a step further and takefrom it a negative ("planetary") electron, the mercuryatom would then have lost two positive electrons and - 36 -
  • 37. one negative; that is, one positive charge on thewhole; hence it would retain seventy-nine positivecharges in the nucleus and seventy-nine outlyingnegative electrons, thereby becoming GOLD ! The formula through which this electronic changemight be produced has been the object of diligentsearch by the alchemists all down the ages, and by themodern chemists of today. It is a fact known to every chemist that literallytens of thousands of synthetic substances may becomposed out of only four kinds of atoms, viz.:hydrogen, oxygen, nitrogen and carbon. "Differences in the number of electrons in atomsconfer upon them qualitative (chemical) differences,though all atoms of any one element are chemicallyalike. Differences in the number and spacialarrangement of these atoms (in groups of molecules)constitute both physical and chemical differences insubstances, i.e., in compounds. Quite differentsubstances are produced by combinations of preciselythe same kinds of atoms, but in different proportions. "Take from a molecule of certain substances onesingle atom, and they may be changed from acompound necessary to life and growth into a deadlypoison. Phosphorus is an element, and thus containsbut one kind of atoms; but some phosphorus is yellowand some is red, varying with the spacial distributionof the atoms in the molecules composing thephosphorus." It may be stated as a literal truth that the atom isthe universal particle with which Nature builds allmaterial forms, from a grain of sand to the largest starthat floats through space. The atom is Natures - 37 -
  • 38. "building block" out of which she erects an oak tree ora pine, a rock of sandstone or granite, a mouse or anelephant. Some of the ablest thinkers have reasoned that theearth on which we live, and every material particle onthe earth, began with two atoms which attachedthemselves to each other, and through hundreds ofmillions of years of flight through space, keptcontacting and accumulating other atoms until, step bystep, the earth was formed. This, they point out, wouldaccount for the various and differing strata of theearths substances, such as the coal beds, the iron oredeposits, the gold and silver deposits, the copperdeposits, etc. They reason that, as the earth whirled throughspace, it contacted groups of various kinds of nebulae,or atoms, which it promptly appropriated, through thelaw of magnetic attraction. There is much to be seen,in the earths surface composition, to support thistheory, although there may be no positive evidence ofits soundness. These facts concerning the smallest analyzableparticles of matter have been briefly referred to as astarting point from which we shall undertake toascertain how to develop and apply the law ofPOWER. It has been noticed that all matter is in a constantstate of vibration or motion; that the molecule is madeup of rapidly moving particles called atoms, which, inturn, are made up of rapidly moving particles calledelectrons. THE VIBRATING FLUID OF MATTER: In everyparticle of matter there is an invisible "fluid" or - 38 -
  • 39. force which causes the atoms to circle around oneanother at an inconceivable rate of speed. This "fluid" is a form of energy which has neverbeen analyzed. Thus far it has baffled the entirescientific world. By many scientists it is believed tobe the same energy as that which we call electricity.Others prefer to call it vibration. It is believed bysome investigators that the rate of speed with whichthis force (call it whatever you will) movesdetermines to a large extent the nature of the outwardvisible appearance of the physical objects of theuniverse. One rate of vibration of this "fluid energy" causeswhat is known as sound. The human ear can detectonly the sound which is produced through from 32,000to 38,000 vibrations per second. As the rate of vibrations per second increasesabove that which we call sound they begin to manifestthemselves in the form of heat. Heat begins with about1,500,000 vibrations per second. Still higher up the scale vibrations begin toregister in the form of light. 3,000,000 vibrations persecond create violet light. Above this numbervibration sheds ultra-violet rays (which are invisibleto the naked eye) and other invisible radiations. And, still higher up the scale-just how high noone at present seems to know-vibrations create thepower with which man THINKS. It is the belief of the author that the "fluid"portion of all vibration, out of which grow all knownforms of energy, is universal in nature; that the"fluid" portion of sound is the same as the "fluid"portion of light, the difference in effect between - 39 -
  • 40. sound and light being only a difference in rate ofvibration, also that the "fluid" portion of thought isexactly the same as that in sound, heat and light,excepting the number of vibrations per second. Just as there is but one form of physical matter,of which the earth and all the other planets-suns andstars-are composed-the electron-so is there but oneform of "fluid" energy, which causes all matter toremain in a constant state of rapid motion. AIR AND ETHER: The vast space between thesuns, moons, stars and other planets of the universe isfilled with a form of energy known as ether. It is thisauthors belief that the "fluid" energy which keeps allparticles of matter in motion is the same as theuniversal "fluid" known as ether which fills all thespace of the universe. Within a certain distance of theearths surface, estimated by some to be about fiftymiles, there exists what is called air, which is agaseous substance composed of oxygen and nitrogen.Air is a conductor of sound vibrations, but a non-conductor of light and the higher vibrations, which arecarried by the ether. The ether is a conductor of allvibrations from sound to thought. Air is a localized substance which performs, inthe main, the service of feeding all animal and plantlife with oxygen and nitrogen, without which neithercould exist. Nitrogen is one of the chief necessities ofplant life and oxygen one of the mainstays of animallife. Near the top of very high mountains the airbecomes very light, because it contains but littlenitrogen, which is the reason why plant life cannotexist there. On the other hand, the "light" air found in - 40 -
  • 41. Render more servicethan that for whichyou are paid and youwill soon be paid formore than you render.The law of "IncreasingReturns" takes care ofthis. - 41 -
  • 42. high altitudes consists largely of oxygen, which is thechief reason why tubercular patients are sent to highaltitudes. · · · · · · · · Even this brief statement concerning molecules,atoms, electrons, air, ether and the like, may be heavyreading to the student, but, as will be seen shortly,this introduction plays an essential part as thefoundation of this lesson. Do not become discouraged if the description ofthis foundation appears to have none of the thrillingeffects of a modern tale of fiction. You are seriouslyengaged in finding out what are your available powersand how to organize and apply these powers. Tocomplete this discovery successfully you mustcombine determination, persistency and a well definedDESIRE to gather and organize knowledge. · · · · · · · · The late Dr. Alexander Graham Bell, inventor ofthe long distance telephone and one of the acceptedauthorities on the subject of vibration, is hereintroduced in support of this authors theoriesconcerning the subject of vibration: "Suppose you have the power to make an iron rodvibrate with any desired frequency in a dark room. Atfirst, when vibrating slowly, its movement will beindicated by only one sense, that of touch. As soon asthe vibrations increase, a low sound will emanate fromit and it will appeal to two senses. "At about 32,000 vibrations to the second thesound will be loud and shrill, but at 40,000 vibrationsit will be silent and the movements of the rod will not - 42 -
  • 43. be perceived by touch. Its movements will beperceived by no ordinary human sense. "From this point up to about 1,500,000 vibrationsper second, we have no sense that can appreciate anyeffect of the intervening vibrations. After that stage isreached, movement is indicated first by the sense oftemperature and then, when the rod becomes red hot,by the sense of sight. At 3,000,000 it sheds violetlight. Above that it sheds ultra-violet rays and otherinvisible radiations, some of which can be perceivedby instruments and employed by us. "Now it has occurred to me that there must be agreat deal to be learned about the effect of thosevibrations in the great gap where the ordinary humansenses are unable to hear, see or feel the movement.The power to send wireless messages by ethervibrations lies in that gap, but the gap is so great thatit seems there must be much more. You must makemachines practically to supply new senses, as thewireless instruments do. "Can it be said, when you think of that great gap,that there are not many forms of vibrations that maygive us results as wonderful as, or even morewonderful than, the wireless waves? It seems to methat in this gap lie the vibrations which we haveassumed to be given off by our brains and nerve cellswhen we think. But then, again, they may be higherup, in the scale beyond the vibrations that produce theultra-violet rays. [AUTHORS NOTE: The lastsentence suggests the theory held by this author.] "Do we need a wire to carry these vibrations?Will they not pass through the ether without a wire,just as the wireless waves do? How will they be - 43 -
  • 44. perceived by the recipient? Will he hear a series ofsignals or will he find that another mans thoughtshave entered into his brain? "We may indulge in some speculations based onwhat we know of the wireless waves, which, as I havesaid, are all we can recognize of a vast series ofvibrations which theoretically must exist. If thethought waves are similar to the wireless waves, theymust pass from the brain and flow endlessly aroundthe world and the universe. The body and the skulland other solid obstacles would form no obstruction totheir passage, as they pass through the ether whichsurrounds the molecules of every substance, no matterhow solid and dense. "You ask if there would not be constantinterference and confusion if other peoples thoughtswere flowing through our brains and setting upthoughts in them that did not originate with ourselves? "How do you know that other mens thoughts arenot interfering with yours now? I have noticed a goodmany phenomena of mind disturbances that I havenever been able to explain. For instance, there is theinspiration or the discouragement that a speaker feelsin addressing an audience. I have experienced thismany times in my life and have never been able todefine exactly the physical causes of it. "Many recent scientific discoveries, in myopinion, point to a day not far distant perhaps, whenmen will read one anothers thoughts, when thoughtswill be conveyed directly from brain to brain withoutintervention of speech, writing or any of the presentknown methods of communication. "It is not unreasonable to look forward to a time - 44 -
  • 45. when we shall see without eyes, hear without ears andtalk without tongues. "Briefly, the hypothesis that mind cancommunicate directly with mind rests on the theorythat thought or vital force is a form of electricaldisturbance, that it can be taken up by induction andtransmitted to a distance either through a wire orsimply through the all-pervading ether, as in the caseof wireless telegraph waves. "There are many analogies which suggest thatthought is of the nature of an electrical disturbance. Anerve, which is of the same substance as the brain, isan excellent conductor of the electric current. Whenwe first passed an electrical current through thenerves of a dead man we were shocked and amazed tosee him sit up and move. The electrified nervesproduced contraction of the muscles very much as inlife. "The nerves appear to act upon the muscles verymuch as the electric current acts upon anelectromagnet. The current magnetizes a bar of ironplaced at right angles to it, and the nerves produce,through the intangible current of vital force that flowsthrough them, contraction of the muscular fibers thatare arranged at right angles to them. "It would be possible to cite many reasons whythought and vital force may be regarded as of the samenature as electricity. The electric current is held to bea wave motion of the ether, the hypothetical substancethat fills all space and pervades all substances. Webelieve that there must be ether because without it theelectric current could not pass through a vacuum, orsunlight through space. It is reasonable to believe thatonly a wave motion of a similar character can produce - 45 -
  • 46. the phenomena of thought and vital force. We mayassume that the brain cells act as a battery and thatthe current produced flows along the nerves. "But does it end there? Does it not pass out of thebody in waves which flow around the worldunperceived by our senses, just as the wireless wavespassed unperceived before Hertz and others discoveredtheir existence?" EVERY MIND BOTH A BROADCASTING ANDA RECEIVING STATION: This author has proved,times too numerous to enumerate, to his ownsatisfaction at least, that every human brain is both abroadcasting and a receiving station for vibrations ofthought frequency. If this theory should turn out to be a fact, andmethods of reasonable control should be established,imagine the part it would play in the gathering,classifying and organizing of knowledge. Thepossibility, much less the probability, of such areality, staggers the mind of man! Thomas Paine was one of the great minds of theAmerican Revolutionary Period. To him more,perhaps, than to any other one person, we owe boththe beginning and the happy ending of the Revolution,for it was his keen mind that both helped in drawingup the Declaration of Independence and in persuadingthe signers of that document to translate it into termsof reality. In speaking of the source of his great storehouseof knowledge, Paine thus described it: "Any person, who has made observations on the - 46 -
  • 47. Every failure is a bless-ing in disguise, providingit teaches some neededlesson one could not havelearned without it. Mostso-called Failures areonly temporary defeats. - 47 -
  • 48. state of progress of the human mind, by observing hisown, cannot but have observed that there are twodistinct classes of what are called Thoughts: thosethat we produce in ourselves by reflection and the actof thinking, and those that bolt into the mind of theirown accord. I have always made it a rule to treat thesevoluntary visitors with civility, taking care toexamine, as well as I was able, if they were worthentertaining; and it is from them I have acquiredalmost all the knowledge that I have. As to thelearning that any person gains from school education,it serves only like a small capital, to put him in theway of beginning learning for himself afterwards.Every person of learning is finally his own teacher,the reason for which is, that principles cannot beimpressed upon the memory; their place of mentalresidence is the understanding, and they are never solasting as when they begin by conception." In the foregoing words Paine, the great Americanpatriot and philosopher, described an experiencewhich at one time or another is the experience ofevery person. Who is there so unfortunate as not tohave received positive evidence that thoughts andeven complete ideas will "pop" into the mind fromoutside sources? What means of conveyance is there for suchvisitors except the ether? Ether fills the boundlessspace of the universe. It is the medium of conveyancefor all known forms of vibration such as sound, lightand heat. Why should it not be, also, the medium ofconveyance of the vibration of Thought? Every mind, or brain, is directly connected withevery other brain by means of the ether. Every thought - 48 -
  • 49. released by any brain may be instantly picked up andinterpreted by all other brains that are "en rapport"with the sending brain. This author is as sure of thisfact as he is that the chemical formula H 2 O willproduce water. Imagine, if you can, what a part thisprinciple plays in every walk of life. Nor is the probability of ether being a conveyorof thought from mind to mind the most astounding ofits performances. It is the belief of this author thatevery thought vibration released by any brain ispicked up by the ether and kept in motion incircuitous wave lengths corresponding in length to theintensity of the energy used in their release; that thesevibrations remain in motion forever; that they are oneof the two sources from which thoughts which "pop"into ones mind emanate, the other source being directand, immediate contact through the ether with thebrain releasing the thought vibration. Thus it will be seen that if this theory is a factthe boundless space of the whole universe is now andwill continue to become literally a mental librarywherein may be found all the thoughts released bymankind. The author is here laying the foundation for oneof the most important hypotheses enumerated in thelesson Self-confidence, a fact which the studentshould keep in mind as he approaches that lesson. This is a lesson on Organized Knowledge. Mostof the useful knowledge to which the human race hasbecome heir has been preserved and accuratelyrecorded in Natures Bible. By turning back the pagesof this unalterable Bible man has read the story of; theterrific struggle through and out of which the presentcivilization has grown. The pages of this Bible are - 49 -
  • 50. made up of the physical elements of which this earthand the other planets consist, and of the ether whichfills all space. By turning back the pages written on stone andcovered near the surface of this earth on which helives, man has uncovered the bones, skeletons,footprints and other unmistakable evidence of thehistory of animal life on this earth, planted there forhis enlightenment and guidance by the hand of MotherNature throughout unbelievable periods of time. Theevidence is plain and unmistakable. The great stonepages of Natures Bible found on this earth and theendless pages of that Bible represented by the etherwherein all past human thought has been recorded,constitute an authentic source of communicationbetween the Creator and man. This Bible was begunbefore man had reached the thinking stage; indeed,before man had reached the amoeba (one-cell animal)stage of development. This Bible is above and beyond the power of manto alter. Moreover, it tells its story not in the ancientdead languages or hieroglyphics of half savage races,but in universal language which all who have eyesmay read. Natures Bible, from which we have derivedall the knowledge that is worth knowing, is one thatno man may alter or in any manner tamper with. The most marvelous discovery yet made by man isthat of the recently discovered radio principle, whichoperates through the aid of ether, an important portionof Natures Bible. Imagine the ether picking up theordinary vibration of sound, and transforming thatvibration from audio-frequency into radio-frequency,carrying it to a properly attuned receiving station and - 50 -
  • 51. there transforming it back into its original form ofaudio-frequency, all in the flash of a second. It shouldsurprise no one that such a force could gather up thevibration of thought and keep that vibration in motionforever. The established and known fact of instantaneoustransmission of sound, through the agency of theether, by means of the modern radio apparatus,removes the theory of transmission of thoughtvibration from mind to mind from the possible to theprobable. THE MASTER MIND: We come, now, to the nextstep in the description of the ways and means bywhich one may gather, classify and organize usefulknowledge, through harmonious alliance of two ormore minds, out of which grows a Master Mind. The term "Master Mind" is abstract, and has nocounterpart in the field of known facts, except to asmall number of people who have made a careful studyof the effect of one mind upon other minds. This author has searched in vain through all thetextbooks and essays available on the subject of thehuman mind, but nowhere has been found even theslightest reference to the principle here described asthe "Master Mind." The term first came to theattention of the author through an interview withAndrew Carnegie, in the manner described in LessonTwo. CHEMISTRY OF THE MIND: It is this authorsbelief that the mind is made up of the same universal"fluid" energy as that which constitutes the etherwhich fills the universe. It is a fact as well known tothe layman as to the man of scientific investigation, - 51 -
  • 52. that some minds clash the moment they come incontact with each other, while other minds show anatural affinity for each other. Between the twoextremes of natural antagonism and natural affinitygrowing out of the meeting or contacting of mindsthere is a wide range of possibility for varyingreactions of mind upon mind. Some minds are so naturally adapted to each otherthat "love at first sight" is the inevitable outcome ofthe contact. Who has not known of such anexperience? In other cases minds are so antagonisticthat violent mutual dislike shows itself at firstmeeting. These results occur without a word beingspoken, and without the slightest signs of any of theusual causes for love and hate acting as a stimulus. It is quite probable that the "mind" is made up ofa fluid or substance or energy, call it what you will,similar to (if not in fact the same substance as) theether. When two minds come close enough to eachother to form a contact, the mixing of the units of this"mind stuff" (let us call it the electrons of the ether)sets up a chemical reaction and starts vibrations whichaffect the two individuals pleasantly or unpleasantly. The effect of the meeting of two minds is obviousto even the most casual observer. Every effect musthave a cause! What could be more reasonable than tosuspect that the cause of the change in mental attitudebetween two minds which have just come in closecontact is none other than the disturbance of theelectrons or units of each mind in the process ofrearranging themselves in the new field created by thecontact? - 52 -
  • 54. For the purpose of establishing this lesson upon asound foundation we have gone a long way towardsuccess by admitting that th e meeting or coming inclose contact of two minds sets up in each of thoseminds a certain noticeable "effect" or state of mindquite different from the one existing immediatelyprior to the contact. While it is desirable it is notessential to know what is the "cause" of this reactionof mind upon mind. That the reaction takes place, inevery instance, is a known fact which gives us astarting point from which we may show what is meantby the term "Master Mind." A Master Mind may be created through thebringing together or blending, in a spirit of perfectharmony, of two or more minds. Out of thisharmonious blending the chemistry of the mind createsa third mind which may be appropriated and used byone or all of the individual minds. This Master Mindwill remain available as long as the friendly,harmonious alliance between the individual mindsexists. It will disintegrate and all evidence of itsformer existence will disappear the moment thefriendly alliance is broken. This principle of mind chemistry is the basis andcause for practically all the so-called "soul-mate" and"eternal triangle" cases, so many of whichunfortunately find their way into the divorce courtsand meet with popular ridicule from ignorant anduneducated people who manufacture vulgarity andscandal out of one of the greatest of Natures laws. The entire civilized world knows that the firsttwo or three years of association after marriage areoften marked by much disagreement, of a more or less - 54 -
  • 55. petty nature. These are the years of "adjustment." Ifthe marriage survives them it is more than apt tobecome a permanent alliance. These facts noexperienced married person will deny. Again we seethe "effect" without understanding the "cause." While there are other contributing causes, yet, inthe main, lack of harmony during these early years ofmarriage is due to the slowness of the chemistry of theminds in blending harmoniously. Stated differently,the electrons or units of the energy called the mindare often neither extremely friendly nor antagonisticupon first contact; but, through constant associationthey gradually adapt themselves in harmony, except inrare cases where association has the opposite effect ofleading, eventually, to open hostility between theseunits. It is a well known fact that after a man and awoman have lived together for ten to fifteen yearsthey become practically indispensable to each other,even though there may not be the slightest evidence ofthe state of mind called love. Moreover, thisassociation and relationship sexually not onlydevelops a natural, affinity between the two minds,but it actually causes the two people to take on asimilar facial expression and to resemble each otherclosely in many other marked ways. Any competentanalyst of human nature can easily go into a crowd ofstrange people and pick out the wife after havingbeen introduced to her husband. The expression of theeyes, the contour of the faces and the tone of thevoices of people who have long been associated inmarriage, become similar to a marked degree. So marked is the effect of the chemistry of thehuman mind that any experienced public speaker may - 55 -
  • 56. quickly interpret the manner in which his statementsare accepted by his audience. Antagonism in the mindof but one person in an audience of one thousand maybe readily detected by the speaker who has learnedhow to "feel" and register the effects of antagonism.Moreover, the public speaker can make theseinterpretations without observing or in any mannerbeing influenced by the expression on the faces ofthose in his audience. On account of this fact anaudience may cause a speaker to rise to great heightsof oratory, or heckle him into failure, without makinga sound or denoting a single expression of satisfactionor dissatisfaction through the features of the face. All "Master Salesmen" know the moment the"psychological time for closing" has arrived; not bywhat the prospective buyer says, but from the effect ofthe chemistry of his mind as interpreted or "felt" bythe salesman. Words often belie the intentions ofthose speaking them but a correct interpretation of thechemistry of the mind leaves no loophole for such apossibility. Every able salesman knows that themajority of buyers have the habit of affecting anegative attitude almost to the very climax of a sale. Every able lawyer has developed a sixth sensewhereby he is enabled to "feel" his way through themost artfully selected words of the clever witness whois lying, and correctly interpret that which is in thewitnesss mind, through the chemistry of the mind.Many lawyers have developed this ability withoutknowing the real source of it; they possess thetechnique without the scientific understanding uponwhich it is based. Many salesmen have done the samething. - 56 -
  • 57. One who is gifted in the art of correctly thechemistry of the minds of others may, figurativelyspeaking, walk in at the front door of the mansion of agiven mind and leisurely explore the entire building,noting all its details, walking out again with acomplete picture of the interior of the building,without the owner of the building so much as knowingthat he has entertained a visitor. It will be observed,in the lesson Accurate Thinking, that this principlemay be put to a very practical use (having reference tothe principle of the chemistry of the mind). Theprinciple is referred to merely as an approach to themajor principles of this lesson. Enough has already been stated to introduce theprinciple of mind chemistry, and to prove, with the aidof the students own every-day experiences and casualobservations that the moment two minds come withinclose range of each other a noticeable mental changetakes place in both, sometimes registering in thenature of antagonism and at other times registering inthe nature of friendliness. Every mind has what mightbe termed an electric field. The nature of this fieldvaries, depending upon the "mood" of the individualmind back of it, and upon the nature of the chemistryof the mind creating the "field." It is believed by this author that the normal ornatural condition of the chemistry of any individualmind is the result of his physical heredity plus thenature of thoughts which have dominated that mind;that every mind is continuously changing to the extentthat the individuals philosophy and general habits ofthought change the chemistry of his or her mind.These principles the author BELIEVES to be true.That any individual may voluntarily change the - 57 -
  • 58. chemistry of his or her mind so that it will eitherattract or repel all with whom it comes in contact is aKNOWN FACT! Stated in another manner, any personmay assume a mental attitude which will attract andplease others or repel and antagonize them, and thiswithout the aid of words or facial expression or otherform of bodily movement or demeanor. Go back, now, to the definition of a "MasterMind" - a mind which grows out of the blending andcoordination of two or more minds, IN A SPIRIT OFPERFECT HARMONY, and you will catch the fullsignificance of the word "harmony" as it is here used.Two minds will not blend nor can they be co-ordinatedunless the element of perfect harmony is present,wherein lies the secret of success or failure ofpractically all business and social partnerships. Every sales manager and every militarycommander and every leader in any other walk of lifeunderstands the necessity of an "esprit de corps"-aspirit of common understanding and co-operation - inthe attainment of success. This mass spirit of harmonyof purpose is obtained through discipline, voluntary orforced, of such a nature that the individual mindsbecome blended into a "Master Mind," by which ismeant that the chemistry of the individual minds ismodified in such a manner that these minds blend andfunction as one. The methods through which this blending processtakes place are as numerous as the individualsengaged in the various forms of leadership. Everyleader has his or her own method of co-ordinating theminds of the followers. One will use force. Another - 58 -
  • 60. uses persuasion. One will play upon the fear ofpenalties while another plays upon rewards, in orderto reduce the individual minds of a given group ofpeople to where they may be blended into a massmind. The student will not have to search deeply intohistory of statesmanship, politics, business or finance,to discover the technique employed by the leaders inthese fields in the process of blending the minds ofindividuals into a mass mind. The really great leaders of the world, however,have been provided by Nature with a combination ofmind chemistry favorable as a nucleus of attractionfor other minds. Napoleon was a notable example of aman possessing the magnetic type of mind which had avery decided tendency to attract all minds with whichit came in contact. Soldiers followed Napoleon tocertain death without flinching, because of theimpelling or attracting nature of his personality, andthat personality was nothing more nor less than thechemistry of his mind. No group of minds can be blended into a MasterMind if one of the individuals of that group possessesone of these extremely negative, repellent minds. Thenegative and positive minds will not blend in thesense here described as a Master Mind. Lack ofknowledge of this fact has brought many an otherwiseable leader to defeat. Any able leader who understands this principle ofmind chemistry may temporarily blend the minds ofpractically any group of people, so that it willrepresent a mass mind, but the composition willdisintegrate almost the very moment the leaderspresence is removed from the group. The most - 60 -
  • 61. successful life-insurance sales organizations and othersales forces meet once a week, or more often, for thepurpose of - OF WHAT? FOR THE PURPOSE OF MERGING THEINDIVIDUAL MINDS INTO A MASTER MINDWHICH WILL, FOR A LIMITED NUMBER OFDAYS, SERVE AS A STIMULUS TO THEINDIVIDUAL MINDS! It may be, and generally is, true that the leadersof these groups do not understand what actually takesplace in these meetings, which are usually called "pepmeetings." The routine of such meetings is usuallygiven over to talks by the leader and other members ofthe group, and occasionally from someone outside ofthe group, meanwhile the minds of the individuals arecontacting and recharging one another. The brain of a human being may be compared toan electric battery in that it will become exhausted orrun down, causing the owner of it to feel despondent,discouraged and lacking in "pep." Who is so fortunateas never to have had such a feeling? The human brain,when in this depleted condition, must be recharged,and the manner in which this is done is throughcontact with a more vital mind or minds. The greatleaders understand the necessity of this "recharging"process, and, moreover, they understand how toaccomplish this result. THIS KNOWLEDGE IS THEMAIN FEATURE WHICH DISTINGUISHES ALEADER FROM A FOLLOWER! Fortunate is the person who understands thisprinciple sufficiently well to keep his or her brainvitalized or "recharged" by periodically contacting itwith a more vital mind. Sexual contact is one of the - 61 -
  • 62. most effective of the stimuli through which a mindmay be recharged, providing the contact isintelligently made, between man and woman who havegenuine affection for each other. Any other sort ofsexual relationship is a devitalizer of the mind. Anycompetent practitioner of Psycho-therapeutics can"recharge" a brain within a few minutes. Before passing away from the brief referencemade to sexual contact as a means of revitalizing adepleted mind it seems appropriate to call attention tothe fact that all of the great leaders, in whatever walksof life they have arisen, have been and are people ofhighly sexed natures. (The word "sex" is not anindecent word. Youll find it in all the dictionaries.) There is a growing tendency upon the part of thebest informed physicians and other healthpractitioners, to accept the theory that all diseasesbegin when the brain of the individual is in a depletedor devitalized state. Stated in another way, it is aknown fact that a person who has a perfectly vitalizedbrain is practically, if not entirely, immune from allmanner of disease. Every intelligent health practitioner, of whateverschool or type, knows that "Nature" or the mind curesdisease in every instance where a cure is effected.Medicines, faith, laying on of hands, chiropractic,osteopathy and all other forms of outside stimulant arenothing more than artificial aids to NATURE, or, tostate it correctly, mere methods of setting thechemistry of the mind into motion to the end that itreadjusts the cells and tissues of the body, revitalizesthe brain and otherwise causes the human machine tofunction normally. - 62 -
  • 63. The most orthodox practitioner will admit thetruth, of this statement. What, then, may be the possibilities of the futuredevelopments in the field of mind chemistry? Through the principle of harmonious blending ofminds perfect health may be enjoyed. Through the aidof this same principle sufficient power may bedeveloped to solve the problem of economic pressurewhich constantly presses upon every individual. We may judge the future possibilities of mindchemistry by taking inventory of its pastachievements, keeping in mind the fact that theseachievements have been largely the result ofaccidental discovery and of chance groupings ofminds. We are approaching the time when theprofessorate of the universities will teach mindchemistry the same as other subjects are now taught.Meanwhile, study and experimentation in connectionwith this subject open vistas of possibility for theindividual student. · · · · · · · · MIND CHEMISTRY AND ECONOMIC, POWER:That mind chemistry may be appropriately applied tothe workaday affairs of the economic and, commercialworld is a demonstrable fact. Through the blending of two or more minds, in aspirit of PERFECT HARMONY, the principle of mindchemistry may be made to develop sufficient power toenable the individuals whose minds have been thusblended to perform seemingly superhuman feats.Power is the force with which man achieves success inany undertaking. Power, in unlimited quantities, may,be enjoyed by any group of men, or men and women, - 63 -
  • 64. who possess the wisdom with which to submerge theirown personalities and their own immediate individualinterests, through the blending of their minds in aspirit of perfect harmony. Observe, profitably, the frequency with which theword "harmony" appears throughout this Introduction!There can be no development of a "Master Mind"where this element of PERFECT HARMONY does notexist. The individual units of the mind will not blendwith the individual units of another mind UNTIL THETWO MINDS HAVE BEEN AROUSED ANDWARMED, AS IT WERE, WITH A SPIRIT OFPERFECT HARMONY OF PURPOSE. The momenttwo minds begin to take divergent roads of interest theindividual units of each mind separate, and the thirdelement, known as a "MASTER MIND," which grewout of the friendly or harmonious alliance, willdisintegrate. We come, now, to the study of some well knownmen who have accumulated great power (also greatfortunes) through the application of mind chemistry. Let us begin our study with three men who areknown to be men of great achievement in theirrespective fields of economic, business andprofessional endeavor. Their names are Henry Ford, Thomas A. Edisonand Harvey S. Firestone. Of the three Henry Ford is, by far, the mostPOWERFUL, having reference to economic andfinancial power. Mr. Ford is the most powerful mannow living on earth. Many who have studied Mr. Fordbelieve him to be the most powerful man who ever - 64 -
  • 66. lived. As far as is known Mr. Ford is the only mannow living, or who ever lived, with sufficient powerto outwit the money trust of the United States. Mr.Ford gathers millions of dollars with as great ease as achild fills its bucket with sand when playing on thebeach. It has been said, by those who were in positionto know, that Mr. Ford, if he needed it, could send outthe call for money and gather in a billion dollars (athousand million dollars) and have it available for usewithin one week. No one who knows of Fordsachievements doubts this. Those who know him wellknow that he could do it with no more effort than theaverage man expends in raising the money with whichto pay a months house rent. He could get this money,if he needed it, through the intelligent application ofthe principles on which this course is based. While Mr. Fords new automobile was in theprocess of perfection, in 1927, it is said that hereceived advance orders, with cash payments, for morethan 375,000 cars. At an estimated price of $600.00per car this would amount to $225,000,000.00 whichhe received before a single car was delivered. Such isthe power of confidence in Fords ability. Mr. Edison, as everyone knows, is a philosopher,scientist and inventor. He is, perhaps, the keenestBible student on earth; a student of Natures Bible,however, and not of the myriads of man-made Bibles.Mr. Edison has such a keen insight into MotherNatures Bible that he has harnessed and combined,for the good of mankind, more of Natures laws thanany other person now living or who ever lived. It washe who brought together the point of a needle and apiece of revolving wax, in such a way that the - 66 -
  • 67. vibration of the human voice may be recorded andreproduced through the modern talking machine. (And it may be Edison who will eventually enableman to pick up and correctly interpret the vibrationsof thought which are now recorded in the boundlessuniverse of ether, just as he has enabled man to recordand reproduce the spoken word.) It was Edison who first harnessed the lightningand made it serve as a light for mans use, through theaid of the incandescent electric light bulb. It was Edison who gave the world the modernmoving picture. These are but a few of his outstandingachievements. These modern "miracles" which he hasperformed (not by trickery, under the sham pretense ofsuperhuman power, but in the very midst of the brightlight of science) transcend all of the so-called"miracles" described in the man-made books offiction. Mr. Firestone is the moving spirit in the greatFirestone Tire industry, in Akron, Ohio. His industrialachievements are so well known wherever automobilesare used that no special comment on them seemsnecessary. All three of these men began their careers,business and professional, without capital and withbut little - schooling of that type usually referred to as"education." All three men are now well educated. All threeare wealthy. All three are powerful. Now let usinquire into the source of their wealth and power.Thus far we have been dealing only with effect; thetrue philosopher wishes to understand the cause of agiven effect. - 67 -
  • 68. It is a matter of general knowledge that Mr. Ford,Mr. Edison and Mr. Firestone are close personalfriends, and have been so for many years; that informer years they were in the habit of going away tothe woods once a year for a period of rest, meditationand recuperation. But it is not generally known-it is a grave doubtif these three men themselves know it-that there existsbetween the three men a bond of harmony which hascaused their minds to become blended into a "MasterMind" which is the real source of the power of each.This mass mind, growing out of the co-ordination ofthe individual minds of Ford, Edison and Firestone,has enabled these men to "tune in" on forces (andsources of knowledge) with which most men are to noextent familiar. If the student doubts either the principle or theeffects here described, let him remember that morethan half the theory here set forth is a known fact. Forexample, it is known that these three men have greatpower. It is known that they are wealthy. It is knownthat they began without capital and with but littleschooling. It is known that they form periodic mindcontacts. It is known that they are harmonious andfriendly. It is known that their achievements are sooutstanding as to make it impossible to compare theseachievements with those of other men in theirrespective fields of activity. All these "effects" are known to practically everyschool-boy in the civilized world, therefore there canbe no dispute as far as effects are concerned. Of one fact connected with the cause of theachievements of Edison, Ford and Firestone we may - 68 -
  • 69. be sure, namely, that these achievements were in noway based upon trickery, deceit, the "supernatural" orso-called "revelations" or any other form of unnaturallaw. These men do not possess a stock of legerdemain.They work with natural laws; laws which, for the mostpart, are well known to all economists and leaders inthe field of science, with the possible exception of thelaw upon which chemistry of the mind is based. As yetchemistry of the mind is not sufficiently developed tobe classed, by scientific men, in their catalogue ofknown laws. A "Master Mind" may be created by any group ofpeople who will co-ordinate their minds, in a spirit ofperfect harmony. The group may consist of anynumber from two upward. Best results appearavailable from the blending of six or seven minds. It has been suggested that Jesus Christ discoveredhow to make use of the principle of mind chemistry,and that His seemingly miraculous performances grewout of the power He developed through the blending ofthe minds of His twelve disciples. It has been pointedout that when one of the disciples (Judas Iscariot)broke faith the "Master Mind" immediatelydisintegrated and Jesus met with the supremecatastrophe of His life. When two or more people harmonize their mindsand produce the effect known as a "Master Mind,"each person in the group becomes vested with thepower to contact with and gather knowledge throughthe "subconscious" minds of all the other members ofthe group. This power becomes immediatelynoticeable, having the effect of stimulating the mindto a higher rate of vibration, and otherwise evidencing - 69 -
  • 70. itself in the form of a more vivid imagination and theconsciousness of what appears to be a sixth sense. Itis through this sixth sense that new ideas will "flash"into the mind. These ideas take on the nature and formof the subject dominating the mind of the individual.If the entire group has met for the purpose ofdiscussing a given subject, ideas concerning thatsubject will come pouring into the minds of allpresent, as if an outside influence were dictatingthem. The minds of those participating in the "MasterMind" become as magnets, attracting ideas andthought stimuli of the most highly organized andpractical nature, from no one knows where! The process of mind-blending here described as a"Master Mind" may be likened to the act of one whoconnects many electric batteries to a singletransmission wire, thereby "stepping up" the powerflowing over that line. Each battery added increasesthe power passing over that line by the amount ofenergy the battery carries. Just so in the case ofblending individual minds into a "Master Mind." Eachmind, through the principle of mind chemistry,stimulates all the other minds in the group, until themind energy thus becomes so great that it penetratesto and connects with the universal energy known asether, which, in turn, touches every atom of the entireuniverse. The modern radio apparatus substantiates, to aconsiderable extent, the theory here expounded.Powerful sending or broadcasting stations must beerected through which the vibration of sound is"stepped up" before it can be picked up by the muchhigher vibrating energy of the ether and carried in alldirections. A "Master Mind" made up of many - 70 -
  • 71. MEN cease to interest uswhen we find theirlimitations. The only sin islimitation. As soon as youonce come up to a manslimitations, it is all over withhim. -Emerson. - 71 -
  • 72. individual minds, so blended that they produce astrong vibrating energy, constitutes almost an exactcounterpart of the radio broadcasting station. Every public speaker has felt the influence ofmind chemistry, for it is a well known fact that assoon as the individual minds of an audience become"en rapport" (attuned to the rate of vibration of themind of the speaker) with the speaker, there is anoticeable increase of enthusiasm in the speakersmind, and he often rises to heights of oratory whichsurprise all, including himself. The first five to ten minutes of the averagespeech are devoted to what is known as "warming up."By this is meant the process through which the mindsof the speaker and his audience are becoming blendedin a spirit of PERFECT HARMONY. Every speaker knows what happens when thisstate of "perfect harmony" fails to materialize uponpart of his audience. The seemingly supernatural phenomena occurringin spiritualistic meetings are the result of the reaction,upon one another, of the minds in the group. Thesephenomena seldom begin to manifest themselves underten to twenty minutes after the group is formed, forthe reason that this is about the time required for theminds -in the group to become harmonized or blended. The "messages" received by members of aspiritualistic group probably come from one of twosources, or from both, namely: First: From the vast storehouse of thesubconscious mind of some member of the group; or Second: From the universal storehouse of the - 72 -
  • 73. ether, in which, it is more than probable, all thoughtvibration is preserved. Neither any known natural law nor human reasonsupports the theory of communication with individualswho have died. It is a known fact that any individual may explorethe store of knowledge in anothers mind, through thisprinciple of mind chemistry, and it seems reasonableto suppose that this power may be extended to includecontact with whatever vibrations are available in theether, if there are any. The theory that all the higher and more refinedvibrations, such as those growing out of thought, arepreserved in the ether grows out of the known factthat neither matter nor energy (the two knownelements of the universe) may be either created ordestroyed. It is reasonable to suppose that allvibrations which have been "stepped up" sufficientlyto be picked up and absorbed in the ether, will go onforever. The lower vibrations, which do not blend withor otherwise contact the ether, probably live a naturallife and die out. All the so-called geniuses probably gained theirreputations because, by mere chance or otherwise,they formed alliances with other minds which enabledthem to "step up" their own mind vibrations to wherethey were enabled to contact the vast Temple ofKnowledge recorded and filed in the ether of theuniverse. All of the great geniuses, as far as thisauthor has been enabled to gather the facts, werehighly sexed people. The fact that sexual contact isthe greatest known mind stimulant lends color to thetheory herein described. - 73 -
  • 74. Inquiring further into the source of economicpower, as manifested by the achievements of men inthe field of business, let us study the case of theChicago group known as the "Big Six," consisting ofWm. Wrigley, Jr., who owns the chewing gumbusiness bearing his name, and whose individualincome is said to be more than Fifteen Million Dollarsa year; John R. Thompson, who operates the chain oflunch rooms bearing his name; Mr. Lasker, who ownsthe Lord & Thomas Advertising Agency; Mr.McCullough, who owns the Parmalee ExpressCompany, the largest transfer business in America;and Mr. Ritchie and Mr. Hertz, who own the YellowTaxicab business. A reliable financial reporting company hasestimated the yearly income of these six men atupwards of Twenty-five Million Dollars($25,000,000.00), or an average of more than FourMillion Dollars a year per man. Analysis of the entire group of six men disclosesthe fact that not one of them had any specialeducational advantages; that all began without capitalor extensive credit; that their financial achievementhas been due to their own individual plans, and not toany fortunate turn of the wheel of chance. Many years ago these six men formed a friendlyalliance, meeting at stated periods for the purpose ofassisting one another with ideas and suggestions intheir various and sundry lines of business endeavor. With the exception of Hertz and Ritchie none ofthe six men were in any manner associated in a legalPartnership. These meetings were strictly for thepurpose of co-operating on the give and take basis ofassisting one another with ideas and suggestions, and - 74 -
  • 75. occasionally by endorsing notes and other securities toassist some member of the group who had met with anemergency making such help necessary. It is said that each of the individuals belonging tothis Big Six group is a millionaire many times over.As a rule there is nothing worthy of special commenton behalf of a man who does nothing more thanaccumulate a few million dollars. However, there issomething connected with the financial success of thisparticular group of men that is well worth comment,study, analysis and even emulation, and that"something" is the fact that they have learned how tocoordinate their individual minds by blending them ina spirit of perfect harmony, thereby creating a "MasterMind" that unlocks, to each individual of the group,doors which are closed to most of the human race. The United States Steel Corporation is one of thestrongest and most powerful industrial organizationsin the world. The Idea out of which this greatindustrial giant grew was born in the mind of ElbertH. Gary, a more or less commonplace small-townlawyer who was born and reared in a small Illinoistown near Chicago. Mr. Gary surrounded himself with a group of menwhose minds he successfully blended in a spirit ofperfect harmony, thereby creating the "Master Mind"which is the moving spirit of the great United StatesSteel Corporation. Search where you will, wherever you find anoutstanding success in business, finance, industry orin any of the professions, you may be sure that backof the success is some individual who has applied theprinciple of mind chemistry, out of which a “Master - 75 -
  • 76. Mind" has been created. These outstanding successesoften appear to be the handiwork of but one person,but search closely and the other individuals whoseminds have been co-ordinated with his own may befound. Remember that two or more persons mayoperate the principle of mind chemistry so as to createa "Master Mind." POWER (man-power) is ORGANIZEDKNOWLEDGE, EXPRESSED THROUGHINTELLIGENT EFFORTS! No effort can be said to be ORGANIZED unlessthe individuals engaged in the effort co-ordinate theirknowledge and energy in a spirit of perfect harmony.Lack of such harmonious co-ordination of effort is themain cause of practically every business failure. An interesting experiment was conducted by thisauthor, in collaboration with the students of a wellknown college. Each student was requested to write anessay on "How and Why Henry Ford BecameWealthy." Each student was required to describe, as a partof his or her essay, what was believed to be the natureof Fords real assets, of what these assets consisted indetail. The majority of the students gathered financialstatements and inventories of the Ford assets and usedthese as the basis of their estimates of Fords wealth. Included in these "sources of Fords wealth" weresuch as cash in banks, raw and finished materials instock, real estate and buildings, good-will, estimatedat from ten to twenty-five per cent of the value of thematerial assets. - 76 -
  • 77. YOU cannot become apower in yourcommunity norachieve enduringsuccess in any worthyundertaking until youbecome big enough toblame yourself foryour own mistakesand reverses. - 77 -
  • 78. One student out of the entire group of severalhundred answered as follows: "Henry Fords assets consist, in the main, of twoitems, viz.: (1) Working capital and raw and finishedmaterials; (2) The knowledge, gained from experience,of Henry Ford, himself, and the co-operation of a welltrained organization which understands how to applythis knowledge to best advantage from the Fordviewpoint. It is impossible to estimate, with anythingapproximating correctness, the actual dollars andcents value of either of these two groups of assets, butit is my opinion that their relative values are: "The organized knowledge of the FordOrganization………………………………………75% The value of cash and physical assets of everynature, including raw and finished materials ...25%” This author is of the opinion that this statementwas not compiled by the young man whose name wassigned to it, without the assistance of some veryanalytical and experienced mind or minds. Unquestionably the biggest asset that Henry Fordhas is his own brain. Next to this would come thebrains of his immediate circle of associates, for it hasbeen through co-ordination of these that the physicalassets which he controls were accumulated. Destroy every plant the Ford Motor Companyowns: every piece of machinery; every atom of raw orfinished material, every finished automobile, andevery dollar on deposit in any bank, and Ford wouldstill be the most powerful man, economically, onearth. The brains which have built the Ford businesscould duplicate it again in short order. Capital is - 78 -
  • 79. always available, in unlimited quantities, to suchbrains as Fords. Ford is the most powerful man on earth(economically) because he has the keenest and mostpractical conception of the principle of ORGANIZEDKNOWLEDGE of any man on earth, as far as thisauthor has the means of knowing. Despite Fords great power and financial success,it may be that he has blundered often in theapplication of the principles through which heaccumulated this power. There is but little doubt thatFords methods of mind co-ordination have often beencrude; they must needs have been in the earlier daysof this experience, before he gained the wisdom ofapplication that would naturally go with maturity ofyears. Neither can there be much doubt that Fordsapplication of the principle of mind chemistry was, atleast at the start, the result of a chance alliance withother minds, particularly the mind of Edison. It ismore than probable that Mr. Fords remarkable insightinto the laws of nature was first begun as the result ofhis friendly alliance with his own wife long before heever met either Mr. Edison or Mr. Firestone. Many aman who never knows the real source of his success ismade by his wife, through application of the "MasterMind" principle. Mrs. Ford is a most remarkablyintelligent woman, and this author has reason tobelieve that it was her mind, blended with Mr. Fords,which gave him his first real start toward power. It may be mentioned, without in any waydepriving Ford of any honor or glory, that in hisearlier days of experience he had to combat the - 79 -
  • 80. powerful enemies of illiteracy and ignorance to agreater extent than did either Edison or Firestone,both of whom were gifted by natural heredity with amost fortunate aptitude for acquiring and applyingknowledge. Ford had to hew this talent out of therough, raw timbers of his hereditary estate. Within an inconceivably short period of time Fordhas mastered three of the most stubborn enemies ofmankind and transformed them into assets constitutingthe very foundation of his success. These enemies are: Ignorance, illiteracy andpoverty! Any man who can stay the hand of these threesavage forces, much less harness and use them to goodaccount, is well worth close study by the lessfortunate individuals. · · · · · · · · This is an age of INDUSTRIAL POWER in whichwe are living! The source of all this POWER is ORGANIZEDEFFORT. Not only has the management of industrialenterprises efficiently organized individual workers,but, in many instances, mergers of industry have beeneffected in such a manner and to the end that thesecombinations (as in the case of the United States SteelCorporation, for example) have accumulatedpractically unlimited power. One may hardly glance at the news of a daysevents without seeing a report of some business,industrial or financial merger, bringing under onemanagement enormous resources and thus creatinggreat power. One day it is a group of banks; another day it is a - 80 -
  • 81. chain of railroads; the next day it is a combination ofsteel plants, all merging for the purpose of developingpower through highly organized and co-ordinatedeffort. Knowledge, general in nature and unorganized, isnot POWER; it is only potential power-the materialout of which real power may be developed. Anymodern library contains an unorganized record of allthe knowledge of value to which the present stage ofcivilization is heir, but this knowledge is not powerbecause it is not organized. Every form of energy and every species of animalor plant life, to survive, must be organized. Theoversized animals whose bones have filled Naturesbone-yard through extinction have left mute butcertain evidence that non-organization meansannihilation. From the electron-the smallest particle of matter -to the largest star in the universe: these and everymaterial thing in between these two extremes offerproof positive that one of Natures first laws is that ofORGANIZATION. Fortunate is the individual whorecognizes the importance of this law and makes it hisbusiness to familiarize himself with the various waysin which the law may be applied to advantage. The astute business man has not only recognizedthe importance of the law of organized effort, but hehas made this law the warp and the woof of hisPOWER. Without any knowledge, whatsoever, of theprinciple of mind chemistry, or that such a principleexists, many men have accumulated great power bymerely organizing the knowledge they possessed. - 81 -
  • 82. The majority of all who have discovered theprinciple of mind chemistry and developed thatprinciple into a "MASTER MIND" have stumbled uponthis knowledge by the merest of accident; often failingto recognize the real nature of their discovery or tounderstand the source of their power. This author is of the opinion that all livingpersons who at the present time are consciouslymaking use of the principle of mind chemistry indeveloping power through the blending of minds, maybe counted on the fingers of the two hands, with,perhaps, several fingers left to spare. If this estimate is even approximately true thestudent will readily see that there is but slight dangerof the field of mind chemistry practice becomingovercrowded. It is a well known fact that one of the mostdifficult tasks that any business man must perform isthat of inducing those who are associated with him tocoordinate their efforts in a spirit of harmony. Toinduce continuous co-operation between a group ofworkers, in any undertaking, is next to impossible.Only the most efficient leaders can accomplish thishighly desired object, but once in a great while such aleader will rise above the horizon in the field ofindustry, business or finance, and then the world hearsof a Henry Ford, Thomas A. Edison, John D.Rockefeller, Sr., E. H. Harriman or James J. Hill. Power and success are practically synonomousterms! One grows out of the other; therefore, any personwho has the knowledge and the ability to developpower, through the principle of harmonious - 82 -
  • 83. NEVER, in the historyof the world, has therebeen such abundantopportunity as there isnow for the person whois willing to serve beforetrying to collect. - 83 -
  • 84. co-ordination of effort between individual minds, orin any other manner, may be successful in anyreasonable undertaking that is possible of successfultermination. · · · · · · · · It must not be assumed that a "Master Mind" willimmediately spring, mushroom fashion, out of everygroup of minds which make pretense of co-ordinationin a spirit of HARMONY! Harmony, in the real sense of meaning of theword, is as rare among groups of people as is genuineChristianity among those who proclaim themselvesChristians. Harmony is the nucleus around which the state ofmind known as "Master Mind" must be developed.Without this element of harmony there can be no"Master Mind," a truth which cannot be repeated toooften. Woodrow Wilson had in mind the development ofa "Master Mind," to be composed of groups of mindsrepresenting the civilized nations of the world, in hisproposal for establishing the League of Nations.Wilsons conception was the most far-reachinghumanitarian idea ever created in the mind of man,because it dealt with a principle which embracessufficient power to establish a real Brotherhood ofMan on earth. The League of Nations, or some similarblending of international minds, in a spirit ofharmony, is sure to become a reality. The time when such unity of minds will takeplace will be measured largely by the time requiredfor the great universities and NON-SECTARIANinstitutions of learning to supplant ignorance and - 84 -
  • 85. superstition with understanding and wisdom. This timeis rapidly approaching. THE PSYCHOLOGY OF THE REVIVALMEETING: The old religious orgy known as the"revival" offers a favorable opportunity to study theprinciple of mind chemistry known as "Master Mind." It will be observed that music plays no small partin bringing about the harmony essential to theblending of a group of minds in a revival meeting.Without music the revival meeting would be a tameaffair. During revival services the leader of the meetinghas no difficulty in creating harmony in the minds ofhis devotees, but it is a well known fact that this stateof harmony lasts no longer than the presence of theleader, after which the "Master Mind" he hastemporarily created disintegrates. By arousing the emotional nature of his followersthe revivalist has no difficulty, under the proper stagesetting and with the embellishment of the right sort ofmusic, in creating a "Master Mind" which becomesnoticeable to all who come in contact with it. The veryair becomes charged with a positive, pleasinginfluence which changes the entire chemistry of allminds present. The revivalist calls this energy "the Spirit of theLord." This author, through experiments conducted witha group of scientific investigators and laymen (whowere unaware of the nature of the experiment), hascreated the same state of mind and the same positiveatmosphere without calling it the Spirit of the Lord. On many occasions this author has witnessed the - 85 -
  • 86. creation of the same positive atmosphere in a group ofmen and women engaged in the business ofsalesmanship, without calling it the Spirit of the Lord. The author helped conduct a school ofsalesmanship for Harrison Parker, founder of the Co-operative Society, of Chicago, and, by the use of thesame principle of mind chemistry which the revivalistcalls the Spirit of the Lord, so transformed the natureof a group of 3,000 men and women (all of whom werewithout former sales experience) that they sold morethan $10,000,000.00 worth of securities in less thannine months, and earned more than $1,000,000 forthemselves. It was found that the average person who joinedthis school would reach the zenith of his or her sellingpower within one week, after which it was necessaryto revitalize the individuals brain through a groupsales meeting. These sales meetings were conductedon very much the same order as are the modern revivalmeetings of the religionist, with much the same stageequipment, including music and "high-powered"speakers who exhorted the salespeople in very muchthe same manner as does the modern religiousrevivalist. Call it religion, psychology, mind chemistry oranything you please (they are all based upon the sameprinciple), but there is nothing more certain than thefact that wherever a group of minds are brought intocontact, in a spirit of PERFECT HARMONY, eachmind in the group becomes immediately supplementedand re-enforced by a noticeable energy called a"Master Mind." For all this writer professes to know thisuncharted energy may be the Spirit of the Lord, but it - 86 -
  • 87. operates just as favorably when called by any othername. The human brain and nervous system constitute apiece of intricate machinery which but few, if any,understand. When controlled and properly directedthis piece of machinery can be made to performwonders of achievement and if not controlled it willperform wonders fantastic and phantom-like in nature,as may be seen by examining the inmates of anyinsane asylum. The human brain has direct connection with acontinuous influx of energy from which man deriveshis power to think. The brain receives this energy,mixes it with the energy created by the food taken intothe body, and distributes it to every portion of thebody, through the aid of the blood and the nervoussystem. It thus becomes what we call life. From what source this outside energy comes noone seems to know; all we know about it is that wemust have it or die. It seems reasonable to supposethat this energy is none other than that which we callether, and that it flows into the body along with theoxygen from the air, as we breathe. Every normal human body possesses a first-classchemical laboratory and a stock of chemicalssufficient to carry on the business of breaking up,assimilating and properly mixing and compoundingthe food we take into the body, preparatory todistributing it to wherever it is needed as a bodybuilder. Ample tests have been made, both with man andbeast, to prove that the energy known as the mindplays an important part in this chemical operation ofcompounding and transforming food into the requiredsubstances to build and keep the body in repair. - 87 -
  • 88. It is known that worry, excitement or fear willinterfere with the digestive process, and in extremecases stop this process altogether, resulting in illnessor death. It is obvious, then, that the mind enters intothe chemistry of food digestion and distribution. It is believed by many eminent authorities,although it may never have been scientifically proved,that the energy known as mind or thought may becomecontaminated with negative or "unsociable" units tosuch an extent that the whole nervous system isthrown out of working order, digestion is interferedwith and various and sundry forms of disease willmanifest themselves. Financial difficulties andunrequited love affairs head the list of causes of suchmind disturbances. A negative environment such as that existingwhere some member of the family is constantly"nagging," will interfere with the chemistry of themind to such an extent that the individual will loseambition and gradually sink into oblivion. It isbecause of this fact that the old saying that a manswife may either "make" or "break" him is literallytrue. In a subsequent lesson a whole chapter on thissubject is addressed to the wives of men. Any high-school student knows that certain foodcombinations will, if taken into the stomach, result inindigestion, violent pain and even death. Good healthdepends, in part at least, upon a food combination that"harmonizes." But harmony of food combinations isnot sufficient to insure good health; there must beharmony, also, between the units of energy known asthe mind. - 88 -
  • 89. A man is half whippedthe minute he beginsto feel sorry forhimself, or to spin analibi with which hewould explain awayhis defects. - 89 -
  • 90. "Harmony" seems to be one of Natures laws,without which there can be no such thing asORGANIZED ENERGY, or life in any formwhatsoever. The health of the body as well as the mind isliterally built around, out of and upon the principle ofHARMONY! The energy known as life begins todisintegrate and death approaches when the organs ofthe body stop working in harmony. The moment harmony ceases at the source of anyform of organized energy (power) the units of thatenergy are thrown into a chaotic state of disorder andthe power is rendered neutral or passive. Harmony is also the nucleus around which theprinciple of mind chemistry known as a "MasterMind" develops power. Destroy this harmony and youdestroy the power growing out of the co-ordinatedeffort of a group of individual minds. This truth has been stated, re-stated and presentedin every manner which the author could conceive, withunending repetition, for the reason that unless thestudent grasps this principle and learns to apply it thislesson is useless. Success in life, no matter what one may callsuccess, is very largely a matter of adaptation toenvironment in such a manner that there is harmonybetween the individual and his environment. Thepalace of a king becomes as a hovel of a peasant ifharmony does not abound within its walls. Converselystated, the hut of a peasant may be made to yield morehappiness than that of the mansion of the rich man, ifharmony obtains in the former and not in the latter. Without perfect harmony the science ofastronomy would be as useless as the "bones of a - 90 -
  • 91. saint," because the stars and planets would clash withone another, and all would be in a state of chaos anddisorder. Without the law of harmony an acorn might growinto a heterogeneous tree consisting of the wood ofthe oak, poplar, maple and what not. Without the law of harmony the blood mightdeposit the food which grows finger nails on the scalpwhere hair is supposed to grow, and thus create ahorny growth which might easily be mistaken, by thesuperstitious, to signify mans relationship to a certainimaginary gentleman with horns, often referred to bythe more primitive type. Without the law of harmony there can be noorganization of knowledge, for what, may one ask, isorganized knowledge except the harmony of facts andtruths and natural laws? The moment discord begins to creep in at thefront door harmony edges out at the back door, so tospeak, whether the application is made to a businesspartnership or the orderly movement of the planets ofthe heavens. If the student gathers the impression that theauthor is laying undue stress upon the importance ofHARMONY, let it be remembered that lack ofharmony is the first, and often the last and only, causeof FAILURE! There can be no poetry nor music nor oratoryworthy of notice without the presence of harmony. Good architecture is largely a matter of harmony.Without harmony a house is nothing but a mass ofbuilding material, more or less a monstrosity. Sound business management plants the verysinews of its existence in harmony. - 91 -
  • 92. Every well dressed man or woman is a livingpicture and a moving example of harmony. With all these workaday illustrations of theimportant part which harmony plays in the affairs ofthe world - nay, in the operation of the entire universe- how could any intelligent person leave harmony outof his "Definite Aim" in life? As well have no"definite aim" as to omit harmony as the chief stoneof its foundation. · · · · · · · · The human body is a complex organization oforgans, glands, blood vessels, nerves, brain cells,muscles, etc. The mind energy which stimulates toaction and co-ordinates the efforts of the componentparts of the body is also a plurality of ever-varyingand changing energies. From birth until death there iscontinuous struggle, often assuming the nature of opencombat, between the forces of the mind. For example,the life-long struggle between the motivating forcesand desires of the human mind, which takes placebetween the impulses of right and wrong, is wellknown to everyone. Every human being possesses at least two distinctmind powers or personalities, and as many as sixdistinct personalities have been discovered in oneperson. One of mans most delicate tasks is that ofharmonizing these mind forces so that they may beorganized and directed toward the orderly attainmentof a given objective. Without this element of harmonyno individual can become an accurate thinker. It is no wonder that leaders in business andindustrial enterprises, as well as those in politics and - 92 -
  • 93. and other fields of endeavor, find it so difficult toorganize groups of people so they will function in theattainment of a given objective, without friction. Eachindividual human being possesses forces, withinhimself, which are hard to harmonize, even when he isplaced in the environment most favorable to harmony.If the chemistry of the individuals mind is such thatthe units of his mind cannot be easily harmonized,think how much more difficult it must be to harmonizea group of minds so they will function as one, in anorderly manner, through what is known as a "MasterMind." The leader who successfully develops and directsthe energies of a "Master Mind" must possess tact,patience, persistence, self-confidence, intimateknowledge of mind chemistry and the ability to adapthimself (in a state of perfect poise and harmony) toquickly changing circumstances, without showing theleast sign of annoyance. How many are there who can measure up to thisrequirement? The successful leader must possess the ability tochange the color of his mind, chameleon-like, to fitevery circumstance that arises in connection with theobject of his leadership. Moreover, he must possessthe ability to change from one mood to anotherwithout showing the slightest signs of anger or lack ofself-control. The successful leader must understandthe Fifteen Laws of Success and be able to put intopractice any combination of these Fifteen Lawswhenever occasion demands. Without this ability no leader can be powerful,and without power no leader can long endure. - 93 -
  • 94. THE MEANING OF EDUCATION: There has longbeen a general misconception of the meaning of theword "educate." The dictionaries have not aided in theelimination of this misunderstanding, because theyhave defined the word "educate" as an act of impartingknowledge. The word educate has its roots in the Latin wordeduco, which means to develop FROM WITHIN; toeduce; to draw out; to grow through the law of USE. Nature hates idleness in all its forms. She givescontinuous life only to those elements which are inuse. Tie up an arm, or any other portion of the body,taking it out of use, and the idle part will soonatrophy and become lifeless. Reverse the order, givean arm more than normal use, such as that engaged inby the blacksmith who wields a heavy hammer all daylong, and that arm (developed from within) growsstrong. Power grows out of ORGANIZED KNOWLEDGE,but, mind you, it "grows out of it" through applicationand use! A man may become a walking encyclopaedia ofknowledge without possessing any power of value.This knowledge becomes power only to the extent thatit is organized, classified and put into action. Some ofthe best educated men the world has known possessedmuch less general knowledge than some who havebeen known as fools, the difference between the twobeing that the former put what knowledge theyPossessed into use while the latter made no suchapplication. An "educated" person is one who knows how toacquire everything he needs in the attainment of hismain Purpose in life, without violating the rights of - 94 -
  • 95. SEEK the counsel ofmen who will tell you the truth about yourself, even if ithurts you to hear it.Mere commendation will not bring the improvement you need. - 95 -
  • 96. his fellow men. It might be a surprise to many so-called men of "learning" to know that they comenowhere near qualification as men of "education." Itmight also be a great surprise to many who believethey suffer from lack of "learning" to know that theyare well "educated." The successful lawyer is not necessarily the onewho memorizes the greatest number of principles oflaw. On the contrary, the successful lawyer is the onewho knows where to find a principle of law, plus avariety of opinions supporting that principle which fitthe immediate needs of a given case. In other words, the successful lawyer is he whoknows where to find the law he wants when he needsit. This principle applies, with equal force, to theaffairs of industry and business. Henry Ford had but little elementary schooling,yet he is one of the best "educated" men in the worldbecause he has acquired the ability so to combinenatural and economic laws, to say nothing of theminds of men, that he has the power to get anything ofa material nature he wants. Some years ago during the world war Mr. Fordbrought suit against the Chicago Tribune, chargingthat newspaper with libelous publication of statementsconcerning him, one of which was the statement thatFord was an "ignoramus," an ignorant pacifist, etc. When the suit came up for trial the attorneys forthe Tribune undertook to prove, by Ford himself, thattheir statement was true; that he was ignorant, andwith this object in view they catechized and cross-examined him on all manner of subjects. - 96 -
  • 97. One question they asked was: "How many soldiers did the British send over tosubdue the rebellion in the Colonies in 1776?" With a dry grin on his face Ford nonchalantlyreplied: "I do not know just how many, but I have heardthat it was a lot more than ever went back." Loud laughter from Court, jury, court-roomspectators, and even from the frustrated lawyer whohad asked the question. This line of interrogation was continued for anhour or more, Ford keeping perfectly calm themeanwhile. Finally, however, he had permitted the"smart Aleck" lawyers to play with him until he wastired of it, and in reply to a question which wasparticularly obnoxious and insulting, Fordstraightened himself up, pointed his finger at thequestioning lawyer and replied: "If I should really wish to answer the foolishquestion you have just asked, or any of the others youhave been asking, let me remind you that I have a rowof electric push-buttons hanging over my desk and byplacing my finger on the right button I could call inmen who could give me the correct answer to all thequestions you have asked and to many that you havenot the intelligence either to ask or answer. Now, willyou kindly tell me why I should bother about fillingmy mind with a lot of useless details in order toanswer every fool question that anyone may ask, whenI have able men all about me who can supply me withall the facts I want when I call for them?" This answer is quoted from memory, but itsubstantially relates Fords answer. - 97 -
  • 98. There was silence in the court-room. Thequestioning attorneys under jaw dropped down, hiseyes opened widely; the judge leaned forward from thebench and gazed in Mr. Fords direction; many of thejury awoke and looked around as if they had heard anexplosion (which they actually had). A prominent clergyman who was present in thecourt-room at the time said, later, that the scenereminded him of that which must have existed whenJesus Christ was on trial be fore Pontius Pilate, justafter He had given His famous reply to Pilatesquestion, "What is truth?" In the vernacular of the day, Fords reply knockedthe questioner cold. Up to the time of that reply the lawyer had beenenjoying considerable fun at what he believed to beFords expense, by adroitly displaying his (thelawyers) sample case of general knowledge andcomparing it with what he inferred to be Fordsignorance as to many events and subjects. But that answer spoiled the lawyers fun l It also proved once more (to all who had theintelligence to accept the proof) that true educationmeans mind development; not merely the gatheringand classifying of knowledge. Ford could not, in all probability, have named thecapitals of all the States of the United States, but hecould have and in fact had gathered the "capital" withwhich to "turn many wheels" within every State in theUnion. Education-let us not forget this-consists of thepower with which to get everything one needs when heneeds it, without violating the rights of his fellowmen. Ford comes well within that definition, and for - 98 -
  • 99. the reason which the author has here tried to makeplain, by relating the foregoing incident connectedwith the simple Ford philosophy. There are many men of "learning" who couldeasily entangle Ford, theoretically, with a maze ofquestions none of which he, personally, could answer.But Ford could turn right around and wage a battle inindustry, or finance that would exterminate those samemen, with all of their knowledge and all of theirwisdom. Ford could not go into his chemical laboratoryand separate water into its component atoms ofhydrogen and oxygen and then re-combine these atomsin their former order, but he knows how to surroundhimself with chemists who can do this for him if hewants it done. The man who can intelligently use theknowledge possessed by another is as much or more aman of education as the person who merely has theknowledge but does not know what to do with it. The president of a well known college inherited alarge tract of very poor land. This land had no timberof commercial value, no minerals or other valuableappurtenances, therefore it was nothing but a sourceof expense to him, for he had to pay taxes on it. TheState built a highway through the land. An"uneducated" man who was driving his automobileover this road observed that this poor land was on topof a mountain which commanded a wonderful view formany miles in all directions. He (the ignorant one)also observed that the land was covered with a growthof small pines and other saplings. He bought fiftyacres of the land for $10.00 an acre. Near the publichighway he built a unique log house to which heattached a large dining room. Near the house he put in - 99 -
  • 100. a gasoline filling station. He built a dozen single-room log houses along the road, these he rented out totourists at $3.00 a night, each. The dining room,gasoline filling station and log houses brought him anet income of $15,000.00 the first year. The next yearhe extended his plan by adding fifty more log houses,of three rooms each, which he now rents out assummer country homes to people in a near-by city, ata rental of $150.00 each for the season. The building material cost him nothing, for itgrew on his land in abundance (that same land whichthe college president believed to be worthless). Moreover, the unique and unusual appearance ofthe log bungalows served as an advertisement of theplan, whereas many would have considered it a realcalamity had they been compelled to build out of suchcrude materials. Less than five miles from the location of theselog houses this same man purchased an old worked-outfarm of 150 acres, for $2 5.00 an acre, a price whichthe seller believed to be extremely high. By building a dam, one hundred feet in length,the purchaser of this old farm turned a stream of waterinto a lake that covered fifteen acres of the land,stocked the lake with fish, then sold the farm off inbuilding lots to people who wanted summering placesaround the lake. The total profit realized from thissimple transaction was more than $25,000.00, and thetime required for its consummation was one summer. Yet this man of vision and imagination was not"educated" in the orthodox meaning of that term. Let us keep in mind the fact that it is through - 100 -
  • 101. WHEN you lose yoursense of humor, get ajob running anelevator, because yourlife will be a series ofUPS and DOWNS,anyway. - 101 -
  • 102. these simple illustrations of the use of organizedknowledge that one may become educated andpowerful. In speaking of the transaction here related, thecollege president who sold the fifty acres of worthless(?) land for $500.00 said: "Just think of it! That man, whom most of usmight call ignorant, mixed his ignorance with fiftyacres of worthless land and made the combinationyield more yearly than I earn from five years ofapplication of so-called education." · · · · · · · · There is an opportunity, if not scores of them, inevery State in America, to make use of the idea heredescribed. From now on make it your business tostudy the lay of all land you see that is similar to thatdescribed in this lesson, and you may find a suitableplace for developing a similar money-makingenterprise. The idea is particularly adaptable inlocalities where bathing beaches are few, as peoplenaturally like such conveniences. The automobile has caused a great system ofpublic highways to be built throughout the UnitedStates. On practically every one of these highwaysthere is a suitable spot for a "Cabin City" for touristswhich can be turned into a regular money-making mintby the man with the IMAGINATION and SELF-CONFIDENCE to do it. There are opportunities to make money all aroundyou. This course was designed to help you "see" theseopportunities, and to inform you how to make themost of them after you discover them. - 102 -
  • 103. WHO CAN PROFIT MOST BY THE LAW OF SUCCESS PHILOSOPHY?RAILROAD OFFICIALS who want a better spirit of co-operation between their trainmen and the public they serve.SALARIED PEOPLE who wish to increase their earning power and market their services to better advantage.SALESPEOPLE who wish to become masters in their chosen field. The Law of Success philosophy covers every known law of selling, and includes many features not included in any other course.INDUSTRIAL PLANT MANAGERS who understand the value of greater harmony among their employees.RAILROAD EMPLOYEES who wish to establish records of efficiency which will lead to more responsible positions, with greater pay.MERCHANTS who wish to extend their business by adding new customers. The Law of Success philosophy will help any merchant increase his business by teaching him how to make a walking advertisement of every customer who comes into his store.AUTOMOBILE AGENTS who wish to increase the selling power of their salesmen. A large part of the Law of Success course was developed from the lifework and experience of the greatest automobile salesman living, and it is therefore of unusual help to the Sales Manager who is directing the efforts of Automobile Salesmen.LIFE INSURANCE AGENTS who wish to add new - 103 -
  • 104. policy-holders and increase the insurance on present policy-holders. One Life Insurance Salesman, in Ohio, sold a Fifty Thousand Dollar policy to one of the officials of the Central Steel Company, as the result of but one reading of the lesson on "Profiting by Failures." This same salesman has become one of the star men of the New York Life Insurance Companys staff, as the result of his training in the Fifteen Laws of Success.SCHOOL TEACHERS who wish to advance to the top in their present occupation, or who are looking for an opportunity to enter the more profitable field of business as a life-work.STUDENTS, both College and High School, who are undecided as to what field of endeavor they wish to enter as a life-work. The Law of Success course covers a complete Personal Analysis service which helps the student of the philosophy to determine the work for which he or she is best fitted.BANKERS who wish to extend their business through better and more courteous methods of serving their clients.BANK CLERKS who are ambitious to prepare themselves for executive positions in the field of banking, or in some commercial or industrial field.PHYSICIANS and DENTISTS who wish to extend their practice without violating the ethics of their profession by direct advertising. A prominent physician has said that the Law of Success course is worth $1,000.00 to any professional man or woman whose professional ethics prevent direct advertising.PROMOTERS who wish to develop new and heretofore unworked combinations in business or industry. - 104 -
  • 105. The principle described in this Introductory Lesson is said to have made a small fortune for a man who used it as the basis of a real estate promotion.REAL ESTATE MEN who wish new methods for promoting sales. This Introductory Lesson contains a description of an entirely new real-estate promotion plan which is sure to make fortunes for many who will put it to use. This plan may be put into operation in practically every State. Moreover, it may be employed by men who never promoted an enterprise.FARMERS who wish to discover new methods of marketing their products so as to give them greater net returns, and those who own lands suitable for subdivision promotion under the plan referred to at the end of this Introductory Lesson. Thousands of farmers have "gold mines" in the land they own which is not suitable for cultivation, which could be used for recreation and resort purposes, on a highly profitable basis.STENOGRAPHERS and BOOKKEEPERS who are looking for a practical plan to promote themselves into higher and better paying positions. The Law of Success course is said to be the best course ever written on the subject of marketing personal services.PRINTERS who want a larger volume of business and more efficient production as the result of better cooperation among their own employees.DAY LABORERS who have the ambition to advance into more responsible positions, in work that has greater responsibilities and consequently offers more pay. - 105 -
  • 106. LAWYERS who wish to extend their clientele through dignified, ethical methods which will bring them to the attention, in a favorable way, of a greater number of people who need legal services.BUSINESS EXECUTIVES who wish to expand their present business, or who wish to handle their present volume with less expense, as the result of greater co-operation between their employees.LAUNDRY OWNERS who wish to extend their business by teaching their drivers how to serve more courteously and efficiently.LIFE INSURANCE GENERAL AGENTS who wish bigger and more efficient sales organizations.CHAIN STORE MANAGERS who want a greater volume of business as the result of more efficient individual sales efforts.MARRIED PEOPLE who are unhappy, and therefore unsuccessful, because of lack of harmony and cooperation in the home. To all described in the foregoing classificationthe Law of Success philosophy offers both DEFINITEand SPEEDY aid. - 106 -
  • 108. SUMMARY OF INTRODUCTORY LESSON The purpose of this summary is to aid the studentin mastering the central idea around which the lessonhas been developed. This idea is represented by theterm "Master Mind" which has been described in greatdetail throughout the lesson. All new ideas, and especially those of an abstractnature, find lodgment in the human mind only aftermuch repetition, a well known truth which accountsfor the re-statement, in this summary, of the principleknown as the "Master Mind." A "Master Mind" may be developed by a friendlyalliance, in a spirit of harmony of purpose, betweentwo or more minds. This is an appropriate place at which to explainthat out of every alliance of minds, whether in a spiritof harmony or not, there is developed another mindwhich affects all participating in the alliance. No twoor more minds ever met without creating, out of thecontact, another mind, but not always is this invisiblecreation a "Master Mind." There may be, and altogether too often there is,developed out of the meeting of two or more minds anegative power which is just the opposite to a "MasterMind." There are certain minds which, as has alreadybeen stated throughout this lesson, cannot be made toblend in a spirit of harmony. This principle has itscomparable analogy in chemistry, reference to whichmay enable the student to grasp more clearly theprinciple here referred to. - 108 -
  • 109. For example, the chemical formula H 2 O (meaningthe combining of two atoms of hydrogen with oneatom of oxygen) changes these two elements intowater. One atom of hydrogen and one atom of oxygenwill not produce water; moreover, they cannot bemade to associate themselves in harmony! There are many known elements which, whencombined, are immediately transformed from harmlessinto deadly poisonous substances. Stated differently,many well known poisonous elements are neutralizedand rendered harmless when combined with certainother elements. Just as the combining of certain elements changestheir entire nature, the combining of certain mindschanges the nature of those minds, producing either acertain degree of what has been called a "MasterMind," or its opposite, which is highly destructive. Any man who has found his mother-in-law to beincompatible has experienced the negative applicationof the principle known as a "Master Mind." For somereason as yet unknown to investigators in the field ofmind behavior, the majority of mothers-in-law appearto affect their daughters husbands in a highlynegative manner, the meeting of their minds withthose of their sons-in-law creating a highlyantagonistic influence instead of a "Master Mind." This fact is too well known as a truth to makeextended comment necessary. Some minds will not be harmonized and cannot beblended into a "Master Mind," a fact which all leadersof men will do well to remember. It is the leadersresponsibility so to group his men that those who havebeen placed at the most strategic points in his organ- - 109 -
  • 110. ization are made up of individuals whose minds CANand WILL BE blended in a spirit of friendliness andharmony. Ability so to group men is the chief outstandingquality of leadership. In Lesson Two of this course thestudent will discover that this ability was the mainsource of both the power and fortune accumulated bythe late Andrew Carnegie. Knowing nothing whatsoever of the technical endof the steel business, Carnegie so combined andgrouped the men of which his "Master Mind" wascomposed that he built the most successful steelindustry known to the world during his life-time. Henry Fords gigantic success may be traced tothe successful application of this selfsame principle.With all the self-reliance a man could have, Ford,nevertheless, did not depend upon himself for theknowledge necessary in the successful development ofhis industries. Like Carnegie, he surrounded himself with menwho supplied the knowledge which he, himself, didnot and could not possess. Moreover, Ford picked men who could and didharmonize in group effort. The most effective alliances, which have resultedin the creation of the principle known as the "MasterMind," have been those developed out of the blendingof the minds of men and women. The reason for this isthe fact that the minds of male and female will morereadily blend in harmony than will the minds of males.Also, the added stimulus of sexual contact often entersinto the development of a "Master Mind" between aman and a woman. - 110 -
  • 111. It is a well known fact that the male of thespecies is keener and more alert for "the chase," letthe goal or object of the chase be what it may, wheninspired and urged on by a female. This human trait begins to manifest itself in themale at the age of puberty, and continues throughouthis life. The first evidence of it may be observed inathletics, where boys are playing before an audiencemade up of females. Remove the women from the audience and thegame known as football would soon become a verytame affair. A boy will throw himself into a footballgame with almost superhuman effort when he knowsthat the girl of his choice is observing him from thegrandstand. And that same boy will throw himself into thegame of accumulating money with the sameenthusiasm when inspired and urged on by the womanof his choice; especially if that woman knows how tostimulate his mind with her own, through the law ofthe "Master Mind." On the other hand, that same woman may, througha negative application of the law of the "Master Mind"(nagging, jealousy, selfishness, greed, vanity), dragthis man down to sure defeat! The late Elbert Hubbard understood the principlehere described so well that when he discovered thatthe incompatibility between himself and his first wifewas dragging him down to sure defeat he ran thegamut of public opinion by divorcing her andmarrying the woman who is said to have been the mainsource of his inspiration. Not every man would have had the courage to - 111 -
  • 112. defy public opinion, as Hubbard did, but who is wiseenough to say that his action was not for the bestinterest of all concerned? A mans chief business in life is to succeed! The road to success may be, and generally is,obstructed by many influences which must be removedbefore the goal can be reached. One of the mostdetrimental of these obstacles is that of unfortunatealliance with minds which do not harmonize. In suchcases the alliance must be broken or the end is sure tobe defeat and failure. The man who has mastered the six basic fears,one of which is the Fear of Criticism, will have nohesitancy in taking what may seem to the moreconvention-bound type of mind to be drastic actionwhen he finds himself circumscribed and bound downby antagonistic alliances, no matter of what nature orwith whom they may be. It is a million times better to meet and facecriticism than to be dragged down to failure andoblivion on account of alliances which are notharmonious, whether the alliances be of a business orsocial nature. To be perfectly frank, the author is herejustifying divorce, when the conditions surroundingmarriage are such that harmony cannot prevail. This isnot intended to convey the belief that lack of harmonymay not be removed through other methods than thatof divorce; for there are instances where the cause ofantagonism may be removed and harmony establishedwithout taking the extreme step of divorce. While it is true that some minds will not blend ina spirit of harmony, and cannot be forced or inducedto do so, because of the chemical nature of the - 112 -
  • 113. IF you cannot do greatthings yourself, rememberthat you may do smallthings in a great way. - 113 -
  • 114. individuals brains, DO NOT BE TOO READY TOCHARGE THE OTHER PARTY TO YOUR ALLIANCEWITH ALL THE RESPONSIBILITY OF LACK OFHARMONY - REMEMBER, THE TROUBLE MAY BEWITH YOUR OWN BRAIN! Remember, also, that a mind which cannot andwill not harmonize with one person or persons mayharmonize perfectly with other types of minds.Discovery of this truth has resulted in radical changesin methods of employing men. It is no longercustomary to discharge a man because he does not fitin the position for which he was originally hired. Thediscriminating leader endeavors to place such a man insome other position, where, it has been proved morethan once, misfits may become valuable men. The student of this course should be sure that theprinciple described as the "Master Mind" isthoroughly understood before proceeding with theremaining lessons of the course. The reason for this isthe fact that practically the entire course is closelyassociated with this law of mind operation. If you are not sure that you understand this law,communicate with the author of the course and securefurther explanation by asking such questions as youmay wish concerning points in connection with whichyou believe you need further information. You cannot spend too much time in seriousthought and contemplation in connection with the lawof the "Master Mind," for the reason that when youhave mastered this law and have learned how to applyit new worlds of opportunity will open to you. This Introductory Lesson, while not reallyintended as a separate lesson of the Law of Success - 114 -
  • 115. course, contains sufficient data to enable the studentwho has an aptitude for selling to become a MasterSalesman. Any sales organization may make effective use ofthe law of the "Master Mind" by grouping thesalesmen in groups of two or more people who willally themselves in a spirit of friendly co-operation andapply this law as suggested in this lesson. An agent for a well known make of automobile,who employs twelve salesmen, has grouped hisorganization in six groups of two men each, with theobject of applying the law of the "Master Mind," withthe result that all the salesmen have established newhigh sales records. This same organization has created what it callsthe "One-A-Week Club," meaning that each manbelonging to the Club has averaged the sale of one cara week since the Club was organized. The results of this effort have been surprising toall! Each man belonging to the Club was providedwith a list of 100 prospective purchasers ofautomobiles. Each salesman sends one postal card aweek to each of his 100 prospective purchasers, andmakes personal calls on at least ten of these each day. Each postal card is confined to the description ofbut one advantage of the automobile the salesman isselling, and asks for a personal interview. Interviews have increased rapidly, as have, also,sales! The agent who employs these salesmen hasoffered an extra cash bonus to each salesman whoearns the right to membership in the "One-A-WeekClub" by averaging one car a week. - 115 -
  • 116. The plan has injected new vitality into the entireorganization. Moreover, the results of the plan areshowing in the weekly sales record of each salesman. A similar plan could be adopted very effectivelyby Life Insurance Agencies. Any enterprising GeneralAgent might easily double or even triple the volumeof his business, with the same number of salesmen,through the use of this plan. Practically no changes whatsoever would need tobe made in the method of use of the plan. The Clubmight be called the "Policy-A-Week Club," meaningthat each member pledged himself to sell at least onepolicy, of an agreed minimum amount, each week. The student of this course who has mastered thesecond lesson, and understands how to apply thefundamentals of that lesson (A Definite Chief Aim)will be able to make much more effective use of theplan here described. It is not suggested or intended that any studentshall undertake to apply the principles of this lesson,which is merely an Introductory Lesson, until he hasmastered at least the next five lessons of the Law ofSuccess course. The main purpose of this Introductory Lesson isto state some of the principles upon which the courseis founded. These principles are more accuratelydescribed, and the student is taught in a very definitemanner how to apply them, in the individual lessonsof the course. The automobile sales organization referred to inthis summary meets at luncheon once a week. Onehour and a half is devoted to luncheon and to thediscussion of ways and means of applying the prin- - 116 -
  • 117. ciples of this course. This gives each man anopportunity to profit by the ideas of all the othermembers of the organization. Two tables are set for the luncheon. At one table all who have earned the right tomembership in the One-A-Week Club are seated. Atthe other table, which is serviced with tinware insteadof china, all who did not earn the right to membershipin the Club are seated. These, needless to say, becomethe object of considerable good-natured chiding fromthe more fortunate members seated at the other table. It is possible to make an almost endless variety ofadaptations of this plan, both in the field ofautomobile salesmanship and in other fields of selling. The justification for its use is that it pays! It pays not only the leader or manager of theorganization, but every member of the sales force aswell. This plan has been briefly described for thepurpose of showing the student of this course how tomake practical application of the principles outlinedin this course. The final acid test of any theory or rule orprinciple is that it will ACTUALLY WORK! The lawof the "Master Mind" has been proved sound becauseit WORKS. If you understand this law you are now ready toproceed with Lesson Two, in which you will befurther and much more deeply initiated in theapplication of the principles described in thisIntroductory Lesson. - 117 -
  • 119. Grade yourself in NOTICE these two col- W A S H IN G T O N RO O SEVELT BO NAPARTEStudy this chart carefully and com- umns, before and TH EO D O RE W IL L IA M H . W OODROW NAPO LEO N C O O L ID G E B E N J A M IN ABRAHAM F R A N K L IN after completing GEORGE L IN C O L Npare the ratings of these ten men W IL S O N C A L V IN the Law of Suc- HENRY JAM ES JESSEbefore grading yourself, in the two FORD TAFT ces course.columns at the right. BEFORE AFTER THE FIFTEEN LAWS OF SUCCESS I. Definite Chief Aim 100 100 100 100 100 100 100 100 100 - II. Self-Confidence 100 80 90 100 75 80 50 100 60 75 III. Habit of Saving 100 100 75 50 20 40 30 40 100 - IV. Initiative & Leadership 100 60 100 100 60 90 20 100 25 90 V. Imagination 90 90 80 80 70 80 65 90 50 60 VI. Enthusiasm 75 80 90 100 60 90 50 80 50 80VII. Self-Control 100 90 50 75 95 75 80 40 100 50VIII. Habit of Doing More Than Paid For 100 100 100 100 100 100 100 100 100 - IX. Pleasing Personality 50 90 80 80 80 75 90 100 40 50 X. Accurate Thinking 90 80 75 60 90 80 80 90 70 20 XI. Concentration 100 100 100 100 100 100 100 100 100 75XII. Cooperation 75 100 100 50 90 40 100 50 60 50XIII. Profting by Failure 100 90 75 60 80 60 60 40 40 -XIV. Tolerance 90 100 80 75 100 70 100 10 75 -XV. Practicising Golden Rule 100 100 100 100 100 100 100 - 100 - —————— GENERAL AVERAGE 91 90 86 82 81 79 75 70 71 37The ten men who have been analyzed, in the above chart, are well known Notice that all the successful men grade 100% on a Definite Chief Aim.throughout the world. Eight of these are known to be success-ful, while two are This is a prerequisite to success, in all cases, without exception. If yougenerally considered to have been failures. The failures are Jesse James and wish to conduct an interesting experiment replace the above ten namesNapoleon Bonaparte. They have been analyzed for comparison. Carefully with the names of ten people whom you know, five of whom are successfulobserve where these two men have been graded zero and you will see why they and five of whom are failures, and grade each of them. When you arefailed. A grading of zero on any one of the Fifteen Laws of Success is sufficient to cause through, GRADE YOURSELF, taking care to see that you really knowfailure , even though all other grades are high. what are your weaknesses. - 119 -
  • 120. YOUR SIX MOST DANGEROUS ENEMIES An After-the-Lesson Visit With the Author The Six Specters are labeled: Fear of Poverty, Fear of Death, Fear of Ill-Health, Fear of the Loss of Love, Fear of Old Age, Fear of Criticism. Every person on earth is afraid of something. Most fears are inherited. In this essay you may study the six basic fears which do the most damage. Your fears must be mastered before you can win in any worth- while undertaking in life. Find out how many of the six fears are bothering you, but more important than this, determine, also how to conquer these fears. IN this picture you have the opportunity to studyour six worst enemies. These enemies are not beautiful. The artist whodrew this picture did not paint the six characters asugly as they really are. If he had, no one would havebelieved him. - 120 -
  • 121. As you read about these ugly characters analyzeyourself and find out which of them does YOU themost damage! · · · · · · · · The purpose of this essay is to help the readers ofthis course throw off these deadly enemies. Observethat the six characters are at your back, where youcannot conveniently see them. Every human being on this earth is bound down tosome extent by one or more of these unseen FEARS.The first step to be taken in killing off these enemiesis to find out where and how you acquired them. They got their grip upon you through two formsof heredity. One is known as physical heredity, towhich Darwin devoted so much study. The other isknown as social heredity, through which the fears,superstitions and beliefs of men who lived during thedark ages have been passed on from one generation toanother. Let us study, first, the part that physical heredityhas played in creating these six BASIC FEARS.Starting at the beginning, we find that Nature has beena cruel builder. From the lowest form of life to thehighest, Nature has permitted the stronger to preyupon the weaker forms of animal life. The fish prey upon the worms and insects, eatingthem bodily. Birds prey upon the fish. Higher forms ofanimal life prey upon the birds, and upon one another,all the way up the line to man. And, man preys uponall the other lower forms of animal life, and uponMAN! - 121 -
  • 122. The whole story of evolution is one unbrokenchain of evidence of cruelty and destruction of theweaker by the stronger. No wonder the weaker formsof animal life have learned to FEAR the stronger. TheFear consciousness is born in every living animal. · · · · · · · · So much for the FEAR instinct that came to usthrough physical heredity. Now let us examine socialheredity, and find out what part it has played in ourmake-up. The term "social heredity" has reference toeverything that we are taught, everything we learn orgather from observation and experience with otherliving beings. Lay aside any prejudices and fixed opinions youmay have formed, at least temporarily, and you mayknow the truth about your Six Worst Enemies, startingwith: THE FEAR OF POVERTY! It requires courage totell the truth about the history of this enemy ofmankind, and still greater courage to hear the truthafter it has been told. The Fear of Poverty grows outof mans habit of preying upon his fellow men,economically. The animals which have instinct, but nopower to THINK, prey upon one another physically.Man, with his superior sense of intuition, and his morepowerful weapon of THOUGHT, does not eat hisfellow man bodily; he gets more pleasure from eatinghim FINANCIALLY. So great an offender is man, in this respect, thatnearly every state and nation has been obliged to passlaws, scores of laws, to protect the weak from thestrong. Every blue-sky law is indisputable evidence - 122 -
  • 123. of mans nature to prey upon his weaker brothereconomically. The second of the Six Basic Fears with whichman is bound down is: THE FEAR OF OLD AGE! This Fear grows out oftwo major causes. First, the thought that Old Age maybring with it POVERTY. Secondly, from false andcruel sectarian teachings which have been so wellmixed with fire and brimstone that every human beinglearned to Fear Old Age because it meant the approachof another and, perhaps, a more horrible world thanthis. The third of the Six Basic Fears is: THE FEAR OF ILL HEALTH: This Fear is bornof both physical and social heredity. From birth untildeath there is eternal warfare within every physicalbody; warfare between groups of cells, one groupbeing known as the friendly builders of the body, andthe other as the destroyers, or "disease germs." Theseed of Fear is born in the physical body, to beginwith, as the result of Natures cruel plan of permittingthe stronger forms of cell life to prey upon theweaker. Social heredity has played its part throughlack of cleanliness and knowledge of sanitation. Also,through the law of suggestion cleverly manipulated bythose who profited by ILL HEALTH. The fourth of the Six Basic Fears is: THE FEAR OF LOSS OF LOVE OF SOMEONE:This Fear fills the asylums with the insanely jealous,for jealousy is nothing but a form of insanity. It alsofills the divorce courts and causes murders and otherforms of cruel punishment. It is a holdover, handeddown through social heredity, from the stone age when - 123 -
  • 124. man preyed upon his fellow man by stealing his mateby physical force. The method, but not the practice,has now changed to some extent. Instead of physicalforce man now steals his fellow mans mate withpretty colorful ribbons and fast motor cars and bootlegwhisky, and sparkling rocks and stately mansions. Man is improving. He now "entices" where oncehe "drove." The fifth of the Six Basic Fears is: THE FEAR OF CRITICISM: Just how and whereman got this Fear is difficult to determine, but it iscertain that he has it. But for this Fear men would notbecome bald-headed. Bald heads come from tightlyfitting hat-bands, which cut off the circulation fromthe roots of the hair. Women seldom are bald becausethey wear loose fitting hats. But for Fear of Criticismman would lay aside his hat and keep his hair. The makers of clothing have not been slow tocapitalize this Basic Fear of mankind. Every seasonthe styles change, because the clothes makers knowthat few people have the courage to wear a garmentthat is one season out of step with what "They are allwearing." If you doubt this (you gentlemen) startdown the street with last years narrow-brimmed strawhat on, when this years style calls for the broad brim.Or (you ladies), take a walk down the street on Eastermorning with last years hat on. Observe howuncomfortable you are, thanks to your unseen enemy,the FEAR OF CRITICISM. The sixth, and last of the Six Basic Fears is themost dreaded of them all. It is called: THE FEAR OF DEATH! For tens of thousands of - 124 -
  • 125. years man has been asking the still unansweredquestions - "WHENCE?" and "WHITHER?" The morecrafty of the race have not been slow to offer theanswer to this eternal question, "Where did I comefrom and where am I going after Death?" "Come intomy tent," says one leader, "and you may go to Heavenafter Death." Heaven was then pictured as a wonderfulcity whose streets were lined with gold and studdedwith precious stones. "Remain out of my tent and youmay go straight to hell." Hell was then pictured as ablazing furnace where the poor victim might have themisery of burning forever in brimstone. No wonder mankind FEARS DEATH! · · · · · · · · Take another look at the picture at the beginningof this essay and determine, if you can, which of theSix Basic Fears is doing you the greatest damage. Anenemy discovered is an enemy half whipped. Thanks to the schools and colleges man is slowlydiscovering these Six Enemies. The most effectivetool with which to fight them is ORGANIZEDKNOWLEDGE. Ignorance and Fear are twin sisters.They are generally found together. But for IGNORANCE and SUPERSTITION theSix Basic Fears would disappear from mans nature inone generation. In every public library may be foundthe remedy for these six enemies of mankind,providing you know what books to read. Begin by reading The Science of Power, byBenjamin Kidd, and you will have broken the stranglehold of most of your Six Basic Fears. Follow this by - 125 -
  • 126. reading Emersons essay on Compensation. Thenselect some good book on auto-suggestion (self-suggestion) and inform yourself on the principlethrough which your beliefs of today become therealities of tomorrow. Mind In the Making, byRobinson, will give you a good start towardunderstanding your own mind. · · · · · · · · Through the principle of social heredity theIGNORANCE and SUPERSTITION of the dark ageshave been passed on to you. But, you are living in amodern age. On every hand you may see evidence thatevery EFFECT has a natural CAUSE. Begin, now, tostudy effects by their causes and soon you willemancipate your mind from the burden of the SixBasic Fears. Begin by studying men who have accumulatedgreat wealth, and find out the CAUSE of theirachievements. Henry Ford is a good subject to startwith. Within the short period of twenty-five years hehas whipped POVERTY and made himself the mostpowerful man on earth. There was no luck or chanceor accident back of his achievement. It grew out of hiscareful observation of certain principles which are asavailable to you as they were to him. Henry Ford is not bound down by the Six BasicFears; make no mistake about this. If you feel that you are too far away from Ford tostudy him accurately, then begin by selecting twopeople whom you know close at hand; onerepresenting your idea of FAILURE and the othercorresponding to your idea of SUCCESS. Find out - 126 -
  • 127. what made one a failure and the other a success. Getthe real FACTS. In the process of gathering thesefacts you will have taught yourself a great lesson onCAUSE and EFFECT. Nothing ever just "happens." Everything, from thelowest animal form that creeps on the earth or swimsin the seas, on up to man, is the EFFECT of Naturesevolutionary process. Evolution is "orderly change."No "miracles" are connected with this orderly change. Not only do the physical shapes and colors ofanimals undergo slow, orderly change from onegeneration to another, but the mind of man is alsoundergoing constant change. Herein lies your hope forimprovement. You have the power to force your mindthrough a process of rather quick change. In a singlemonth of properly directed self-suggestion you mayplace your foot upon the neck of every one of your SixBasic Fears. In twelve months of persistent effort youmay drive the entire herd into the corner where it willnever again do you any serious injury. You will resemble, tomorrow, the DOMINATINGTHOUGHTS that you keep alive in your mind today!Plant in your mind the seed of DETERMINATION towhip your Six Basic Fears and the battle will havebeen half won then and there. Keep this intention inyour mind and it will slowly push your Six WorstEnemies out of sight, as they exist nowhere except inyour own mind. The man who is powerful FEARS nothing; noteven God. The POWERFUL man loves God, butFEARS Him never! Enduring power never grows outof FEAR. Any power that is built upon FEAR is bound - 127 -
  • 128. to crumble and disintegrate. Understand this greattruth and you will never be so unfortunate as to try toraise yourself to power through the FEARS of otherpeople who may owe you temporary allegiance. Man is of soul and body formed for deeds Of high resolve; on fancys boldest wing To soar unwearied, fearlessly to turn The keenest pangs to peacefulness, and taste The joys which mingled sense and spirit yield; Or he is formed for abjectness and woe, To grovel on the dunghill of his fears, To shrink at every sound, to quench the flame Of natural love in sensualism, to know That hour as blest when on his worthless days The frozen hand of death shall set its seal, Yet fear the cure, though hating the disease. The one is man that shall hereafter be, The other, man as vice has made him now. -SHELLEY. - 128 -
  • 129. ONE of the mostdestructive evils isslanderous talk. Itbreaks human heartsand ruins reputationswith a ruthlessnessunknown in connectionwith all other evils. - 129 -
  • 130. THE LAW OFSUCCESS IN SIXTEEN LESSONS Teaching, for the First Time in theHistory of the World, the True Philos-ophy upon which all Personal Successis Built. BY NAPOLEON HILL 1928 PUBLISHED BY The RALSTON UNIVERSITY PRESS MERIDEN, CONN.
  • 131. C OPYRIGHT , 1928, BYNAPOLEON HILL ______ All Rights Reserved Printed in the U.S.A. -2-
  • 132. Lesson TwoA DEFINITE CHIEF AIM -3-
  • 133. The best rose bush, afterall, is not that which hasthe fewest thorns, butthat which bears the fin-est roses. -Henry van Dyke -4-
  • 134. THE LAW OF SUCCESS Lesson Two A DEFINITE CHIEF AIM "You Can Do It if You Believe You Can!" YOU are at the beginning of a course ofphilosophy which, for the first time in the history ofthe world, has been organized from the known factorswhich have been used and must always be used bysuccessful people. Literary style has been completely subordinatedfor the sake of stating the principles and lawsincluded in this course in such a manner that they maybe quickly and easily assimilated by people in everywalk of life. Some of the principles described in the course arefamiliar to all who will read the course. Others arehere stated for the first time. It should be kept inmind, from the first lesson to the last, that the valueof the philosophy lies entirely in the thought stimuli itwill produce in the mind of the student, and notmerely in the lessons themselves. Stated in another way, this course is intended as amind stimulant that will cause the student to organize -5-
  • 135. and direct to a DEFINITE end the forces of his or hermind, thus harnessing the stupendous power whichmost people waste in spasmodic, purposeless thought. Singleness of purpose is essential for success, nomatter what may be ones idea of the definition ofsuccess. Yet singleness of purpose is a quality whichmay, and generally does, call for thought on manyallied subjects. This author traveled a long distance to watch JackDempsey train for an oncoming battle. It was observedthat he did not rely entirely upon one form ofexercise, but resorted to many forms. The punchingbag helped him develop one set of muscles, and alsotrained his eye to be quick. The dumb-bells trainedstill another set of muscles. Running developed themuscles of his legs and hips. A well balanced foodration supplied the materials needed for buildingmuscle without fat. Proper sleep, relaxation and resthabits provided still other qualities which he musthave in order to win. The student of this course is, or should be,engaged in the business of training for success in thebattle of life. To win there are many factors whichmust have attention. A well organized, alert andenergetic mind is produced by various and sundrystimuli, all of which are plainly described in theselessons. It should be remembered, however, that the mindrequires, for its development, a variety of exercise,just as the physical body, to be properly developed,calls for many forms of systematic exercise. Horses are trained to certain gaits by trainers whohurdle-jump them over handicaps which cause them todevelop the desired steps, through habit and -6-
  • 136. repetition. The human mind must be trained in asimilar manner, by a variety of thought-inspiringstimuli. You will observe, before you have gone very farinto this philosophy, that the reading of these lessonswill superinduce a flow of thoughts covering a widerange of subjects. For this reason the student shouldread the course with a note-book and pencil at hand,and follow the practice of recording these thoughts or"ideas" as they come into the mind. By following this suggestion the student willhave a collection of ideas, by the time the course hasbeen read two or three times, sufficient to transformhis or her entire life-plan. By following this practice it will be noticed, verysoon, that the mind has become like a magnet in that itwill attract useful ideas right out of the "thin air," touse the words of a noted scientist who hasexperimented with this principle for a great number ofyears. You will do yourself a great injustice if youundertake this course with even a remote feeling thatyou do not stand in need of more knowledge than younow possess. In truth, no man knows enough about anyworth-while subject to entitle him to feel that he hasthe last word on that subject. In the long, hard task of trying to wipe out someof my own ignorance and make way for some of theuseful truths of life, I have often seen, in myimagination, the Great Marker who stands at thegateway entrance of life and writes "Poor Fool" on thebrow of those who believe they are wise, and "PoorSinner" on the brow of those who believe they aresaints. Which, translated into workaday language, means -7-
  • 137. that none of us know very much, and by the verynature of our being can never know as much as weneed to know in order to live sanely and enjoy lifewhile we live. Humility is a forerunner of success! Until we become humble in our own hearts we arenot apt to profit greatly by the experiences andthoughts of others. Sounds like a preachment on morality? Well,what if it does? Even "preachments," as dry and lacking ininterest as they generally are, may be beneficial ifthey serve to reflect the shadow of our real selves sowe may get an approximate idea of our smallness andsuperficiality. Success in life is largely predicated upon ourknowing men! The best place to study the man-animal is in yourown mind, by taking as accurate an inventory aspossible of YOURSELF. When you know yourselfthoroughly (if you ever do) you will also know muchabout others. To know others, not as they seem to be, but asthey really are, study them through: 1-The posture of the body, and the way they walk. 2-The tone of the voice, its quality, pitch, volume. 3-The eyes, whether shifty or direct. 4-The use of words, their trend, nature and quality.Through these open windows you may literally "walkright into a mans soul" and take a look at the REALMAN! Going a step further, if you would know menstudy them: When angry -8-
  • 138. When in love When money is involved When eating (alone, and unobserved, as they be- lieve) When writing When in trouble When joyful and triumphant When downcast and defeated When facing catastrophe of a hazardous nature When trying to make a "good impression" on others When informed of anothers misfortune When informed of anothers good fortune When losing in any sort of a game of sport When winning at sport When alone, in a meditative mood. Before you can know any man, as he really is,you must observe him in all the foregoing moods, andperhaps more, which is practically the equivalent ofsaying that you have no right to judge others at sight.Appearances count, there can be no doubt of that, butappearances are often deceiving. This course has been so designed that the studentwho masters it may take inventory of himself and ofothers by other than "snap-judgment" methods. Thestudent who masters this philosophy will be able tolook through the outer crust of personal adornment,clothes, so-called culture and the like, and down deepinto the heart of all about him. This is a very broad promise! It would not have been made if the author of thisphilosophy had not known, from years ofexperimentation and analysis, that the promise can bemet. Some who have examined the manuscripts of this -9-
  • 139. NO person is "Educated"who has not at least a"Speaking Acquaintance"with the Law ofCompensation, as it isdescribed by Emerson. - 10 -
  • 140. course have asked why it was not called a course inMaster Salesmanship. The answer is that the word"salesmanship" is commonly, associated with themarketing of goods or services, and it would,therefore, narrow down and circumscribe the realnature of the course. It is true that this is a course inMaster Salesmanship, providing one takes a deeper-than-the-average view of the meaning ofsalesmanship. This philosophy is intended to enable those whomaster it to "sell" their way through life successfully,with the minimum amount of resistance and friction.Such a course, therefore, must help the studentorganize and make use of much truth which isoverlooked by the majority of people who go throughlife as mediocres. Not all people are so constituted that they wish toknow the truth about all matters vitally affecting life.One of the great surprises the author of this coursehas met with, in connection with his researchactivities, is that so few people are willing to hear thetruth when it shows up their own weaknesses. We prefer illusions to realities! New truths, if accepted at all, are taken with theproverbial grain of salt. Some of us demand more thana mere pinch of salt; we demand enough to pickle newideas so they become useless. For these reasons the Introductory Lesson of thiscourse, and this lesson as well, cover subjectsintended to pave the way for new ideas so those ideaswill not be too severe a shock to the mind of thestudent. The thought the author wishes to "get across" hasbeen quite plainly stated by the editor of the American - 11 -
  • 141. Magazine, in an editorial which appeared in a recentissue, in the following words: "On a recent rainy night, Carl Lomen, thereindeer king of Alaska, told me a true story. It hasstuck in my crop ever since. And now I am going topass it along. "A certain Greenland Eskimo, said Lomen, wastaken on one of the American North Polar expeditionsa number of years ago. Later, as a reward for faithfulservice, he was brought to New York City for a shortvisit. At all the miracles of sight and sound he wasfilled with a most amazed wonder. When he returnedto his native village he told stories of buildings thatrose into the very face of the sky; of street cars, whichhe described as houses that moved along the trail,with people living in them as they moved; ofmammoth bridges, artificial lights, and all the otherdazzling concomitants of the metropolis. "His people looked at him coldly and walkedaway. And forthwith throughout the whole village hewas dubbed "Sagdluk," meaning "the Liar," and thisname he carried in shame to his grave. Long beforehis death his original name was entirely forgotten. "When Knud Rasmussen made his trip fromGreenland to Alaska he was accompanied by aGreenland Eskimo named Mitek (Eider Duck). Mitekvisited Copenhagen and New York, where he sawmany things for the first time and was greatlyimpressed. Later, upon his return to Greenland, herecalled the tragedy of Sagdluk, and decided that itwould not be wise to tell the truth. Instead, he wouldnarrate stories that his people could grasp, and thussave his reputation. - 12 -
  • 142. "So he told them how he and Doctor Rasmussenmaintained a kayak on the banks of a great river, theHudson, and how, each morning, they paddled out fortheir hunting. Ducks, geese and seals were to be hada-plenty, and they enjoyed the visit immensely. "Mitek, in the eyes of his countrymen, is a veryhonest man. His neighbors treat him with rare respect. "The road of the truth-teller has always beenrocky. Socrates sipping the hemlock, Christ crucified,Stephen stoned, Bruno burned at the stake, Galileoterrified into retraction of his starry truths - forevercould one follow that bloodly trail through the pagesof history. "Something in human nature makes us resent theimpact of new ideas." We hate to be disturbed in the beliefs andprejudices that have been handed down with thefamily furniture. At maturity too many of us go intohibernation, and live off the fat of ancient fetishes. Ifa new idea invades our, den we rise up snarling fromour winter sleep. The Eskimos, at least, had some excuse. Theywere unable to visualize the startling pictures drawnby Sagdluk. Their simple lives had been too longcircumscribed by the brooding arctic night. But there is no adequate reason why the averageman should ever close his mind to fresh "slants" onlife. He does, just the same. Nothing is more tragic -or more common - than mental inertia. For every tenmen who are physically lazy there are ten thousandwith stagnant minds. And stagnant minds are thebreeding places of fear. - 13 -
  • 143. An old farmer up in Vermont always used to windup his prayers with this plea: "Oh, God, give me anopen mind!" If more people followed his example theymight escape being hamstrung by prejudices. Andwhat a pleasant place to live in the world would be. · · · · · · · · Every person should make it his business togather new ideas from sources other than theenvironment in which he daily lives and works. The mind becomes withered, stagnant, narrow andclosed unless it searches for new ideas. The farmershould come to the city quite often, and walk amongthe strange faces and the tall buildings. He will goback to his farm, his mind refreshed, with morecourage and greater enthusiasm. - The city man should take a trip to the countryevery so often and freshen his mind with sights newand different from those associated with his dailylabors. Everyone needs a change of mental environmentat regular periods, the same as a change and variety offood are essential. The mind becomes more alert, moreelastic and more ready to work with speed andaccuracy after it has been bathed in new ideas, outsideof ones own field of daily labor. As a student of this course you will temporarilylay aside the set of ideas with which you perform yourdaily labors, and enter a field of entirely new (and insome instances, heretofore unheard-of) ideas. Splendid! You will come out, at the other end ofthis course, with a new stock of ideas which will makeyou more efficient, more enthusiastic and more - 14 -
  • 144. courageous, no matter in what sort of work you may beengaged. Do not be afraid of new ideas! They may mean toyou the difference between success and failure. Some of the ideas introduced in this course willrequire no further explanation or proof of theirsoundness because they are familiar to practicallyeveryone. Other ideas here introduced are new, andfor that very reason many students of this philosophymay hesitate to accept them as sound. Every principle described in this course has beenthoroughly tested by the author, and the majority ofthe principles covered have been tested by scores ofscientists and others who were quite capable ofdistinguishing between the merely theoretic and thepractical. For these reasons all principles here covered areknown to be workable in the exact manner claimed forthem. However, no student of this course is asked toaccept any statement made in these lessons withouthaving first satisfied himself or herself, by tests,experiments and analysis, that the statement is sound. The major evil the student is requested to avoid isthat of forming opinions without definite FACTS asthe basis, which brings to mind Herbert Spencersfamous admonition, in these words "There is a principle which is a bar against allinformation; which is proof against all argument; andwhich cannot fail to keep a man in everlastingignorance. This principle is contempt prior toexamination." It may be well to bear this principle in mind whenyou come to study the Law of the Master Mind described in these lessons. This law embodies an - 15 -
  • 145. BY and Large, there is nosuch thing as "Somethingfor Nothing." In the longrun you get exactly that forwhich you pay, whetheryou are buying anautomobile or a loaf ofbread. - 16 -
  • 146. entirely new principle of mind operation, and, for thisreason alone, it will be difficult for many students toaccept it as sound until after they have experimentedwith it. When the fact is considered, however, that theLaw of the Master Mind is believed to be the realbasis of most of the achievements of those who areconsidered geniuses, this Law takes on an aspectwhich calls for more than "snap-judgment" opinions. It is believed by many scientific men whoseopinions on the subject have been given the author ofthis philosophy, that the Law of the Master Mind isthe basis of practically all of the more importantachievements resulting from group or co-operativeeffort. The late Dr. Alexander Graham Bell said hebelieved the Law of the Master Mind, as it has beendescribed in this philosophy, was not only sound, butthat all the higher institutions of learning would soonbe teaching that Law as a part of their courses inpsychology. Charles P. Steinmetz said he had experimentedwith the Law and had arrived at the same conclusionas that stated in these lessons, long before he talked tothe author of the Law of Success philosophy about thesubject. Luther Burbank and John Burroughs made similarstatements 1 Edison was never interrogated on the subject, butother statements of his indicate that he would endorsethe Law as being a possibility, if not in fact a reality. Dr. Elmer Gates endorsed the Law, in aconversation with this author more than fifteen yearsago. Dr. Gates is a scientist of the highest order,ranking along with Steinmetz, Edison and Bell. - 17 -
  • 147. The author of this philosophy has talked to scoresof intelligent business men who, while they were notscientists, admitted they believed in the soundness ofthe Law of the Master Mind. It is hardly excusable,therefore, for men of less ability to judge suchmatters, to form opinions as to this Law, withoutserious, systematic investigation. · · · · · · · · Let me lay before you a brief outline of what thislesson is and what it is intended to do for you! Having prepared myself for the practice of law Iwill offer this introduction as a "statement of mycase." The evidence with which to back up my casewill be presented in the sixteen lessons of which thecourse is composed. The facts out of which this course has beenprepared have been gathered through more thantwenty-five years of business and professionalexperience, and my only explanation of the rather freeuse of the personal pronoun throughout the course isthat I am writing from first-hand experience. Before this Reading Course on the Law ofSuccess was published the manuscripts were submittedto two prominent universities with the request thatthey be read by competent professors with the objectof eliminating or correcting any statements thatappeared to be unsound, from an economic viewpoint. This request was complied with and themanuscripts were carefully examined, with the resultthat not a single change was made with the exceptionof one or two slight changes in wording. One of the professors who examined the manu- - 18 -
  • 148. scripts expressed himself, in part, as follows: "It is atragedy that every boy and girl who enters high schoolis not efficiently drilled on the fifteen major parts ofyour Reading Course on the Law of Success. It isregrettable that the great university with which I amconnected, and every other university, does notinclude your course as a part of its curriculum." Inasmuch as this Reading Course is intended as amap or blueprint that will guide you in the attainmentof that coveted goal called "Success," may it not bewell here to define success? Success is the development of the power withwhich to get whatever one wants in life withoutinterfering with the rights of others. I would lay particular stress upon the word"power" because it is inseparably related to success.We are living in a world and during an age of intensecompetition, and the law of the survival of the fittestis everywhere in evidence. Because of these facts allwho would enjoy enduring success must go about itsattainment through the use of power. And what is power? Power is organized energy or effort. This courseis properly called the Law of Success for the reasonthat it teaches how one may organize facts andknowledge and the faculties, of ones mind into a unitof power. This course brings you a definite promise,namely: That through its mastery and application you canget whatever you want, with but two qualifying words- "within reason." This qualification takes into consideration youreducation, your wisdom or your lack of it, yourphysical endurance, your temperament, and all of the - 19 -
  • 149. other qualities mentioned in the sixteen lessons of thiscourse as being the factors most essential in theattainment of success. Without a single exception those who haveattained unusual success have done so, eitherconsciously or unconsciously, through the aid of all ora portion of the fifteen major factors of which thiscourse is compiled. If you doubt this statement, thenmaster these sixteen lessons so you can go about theanalysis with reasonable accuracy and analyze suchmen as Carnegie, Rockefeller, Hill, Harriman, Fordand others of this type who have accumulated greatfortunes of material wealth, and you will see that theyunderstood and applied the principle of organizedeffort which runs, like a golden cord of indisputableevidence, throughout this course. Nearly twenty years ago I interviewed Mr.Carnegie for the purpose of writing a story about him.During the interview I asked him to what he attributedhis success. With a merry little twinkle in his eyes hesaid: "Young man, before I answer your question willyou please define your term success?" After waiting until he saw that I was somewhatembarrassed by his request he continued: "By successyou have reference to my money, have you not?" Iassured him that money was the term by which mostpeople measured success, and he then said: "Oh, well -if you wish to know how I got my money - if that iswhat you call success - I will answer your question bysaying that we have a master mind here in ourbusiness, and that mind is made up of more than ascore of men who constitute my personal staff of - 20 -
  • 150. superintendents and managers and accountants andchemists and other necessary types. No one person inthis group is the master mind of which I speak, but thesum total of the minds in the group, co-ordinated,organized and directed to a definite end in a spirit ofharmonious co-operation is the power that got mymoney for me. No two minds in the group are exactlyalike, but each man in the group does the thing that heis supposed to do and he does it better than any otherperson in the world could do it." Then and there the seed out of which this coursehas been developed was sown in my mind, but thatseed did not take root or germinate until later. Thisinterview marked the beginning of years of researchwhich led, finally, to the discovery of the principle ofpsychology described in the Introductory Lesson asthe "Master Mind." I heard all that Mr. Carnegie said, but it took theknowledge gained from many years of subsequentcontact with the business world to enable me toassimilate that which he said and clearly grasp andunderstand the principle back of it, which was nothingmore nor less than the principle of organized effortupon which this course on the Law of Success isfounded. Carnegies group of men constituted a "MasterMind" and that mind was so well organized, so wellco-ordinated, so powerful, that it could haveaccumulated millions of dollars for Mr. Carnegie inpractically any sort of endeavor of a commercial orindustrial nature. The steel business in which thatmind was engaged was but an incident in connectionwith the accumulation of the Carnegie wealth. Thesame wealth could have been accumulated had the - 21 -
  • 151. IF you can run a losingrace without blamingyour loss on someoneelse, you have brightprospects of successfurther down the road inlife. - 22 -
  • 152. "Master Mind" been directed in the coal business orthe banking business or the grocery business, for thereason that back of the mind was power - that sort ofpower which you may have when you shall haveorganized the faculties of your own mind and alliedyourself with other well organized minds for theattainment of a definite chief aim in life. A careful check-up with several of Mr. Carnegiesformer business associates, which was made after thiscourse was begun, proves conclusively not only thatthere is such a law as that which has been called the"Master Mind," but that this law was the chief sourceof Mr. Carnegies success. Perhaps no man was ever associated with Mr.Carnegie who knew him better than did Mr. C. M.Schwab. In the following words Mr. Schwab has veryaccurately described that "subtle something" in Mr.Carnegies personality which enabled him to rise tosuch stupendous heights. "I never knew a man with so much imagination,lively intelligence and instinctive comprehension. Yousensed that he probed your thoughts and took stock ofeverything that you had ever done or might do. Heseemed to catch at your next word before it wasspoken. The play of his mind was dazzling and hishabit of close observation gave him a store ofknowledge about innumerable matters. "But his outstanding quality, from so rich anendowment, was the power of inspiring other men.Confidence radiated from him. You might be doubtfulabout something and discuss the matter with Mr.Carnegie. In a flash he would make you see that it wasright and then absolutely believe it; or he might settle - 23 -
  • 153. your doubts by pointing out its weakness. This qualityof attracting others, then spurring them on, arose fromhis own strength. "The results of his leadership were remarkable.Never before inn history of industry, I imagine, wasthere a man who, without understanding his businessin its working details, making no pretense of technicalknowledge concerning steel or engineering, was yetable to build up such an enterprise. "Mr. Carnegies ability to inspire men rested onsomething deeper than any faculty of judgment." In the last sentence Mr. Schwab has conveyed athought which corroborates the theory of the "MasterMind" to which the author of this course hasattributed the chief source of Mr. Carnegies power. Mr. Schwab has also confirmed the statement thatMr. Carnegie could have succeeded as well in anyother business as he did in the steel business. It isobvious that his success was due to his understandingof his own mind and the minds of other men, and notto mere knowledge of the steel business itself. This thought is most consoling to those who havenot yet attained outstanding success, for it shows thatsuccess is solely a matter of correctly applying lawsand principles which are available to all; and theselaws, let us not forget, are fully described in theSixteen Lessons of this course. Mr. Carnegie learned how to apply the law of the"Master Mind." This enabled him to organize thefaculties of his own mind and the faculties of othermens minds, and co-ordinate the whole behind aDEFINITE CHIEF AIM. Every strategist, whether in business or war or in- - 24 -
  • 154. dustry or other callings, understands the value oforganized, co-ordinated effort. Every militarystrategist understands the value of sowing seeds ofdissension in the ranks of the opposing forces,because this breaks up the power of co-ordinationback of the opposition. During the late world warmuch was heard about the effects of propaganda, andit seems not an exaggeration to say that thedisorganizing forces of propaganda were much moredestructive than were all the guns and explosives usedin the war. One of the most important turning-points of theworld war came when the allied armies were placedunder the direction of the French General, Foch. Thereare well informed military men who claim that thiswas the move which spelled doom for the opposingarmies. Any modern railroad bridge is an excellentexample of the value of organized effort, because itdemonstrates quite simply and clearly how thousandsof tons of weight may be borne by a comparativelysmall group of steel bars and beams so arranged thatthe weight is spread over the entire group. There was a man who had seven sons who werealways quarreling among themselves. One day hecalled them together and informed them that he wishedto demonstrate just what their lack of co-operativeeffort meant. He had prepared a bundle of seven stickswhich he had carefully tied together. One by one heasked his sons to take the bundle and break it. Eachson tried, but in vain. Then he cut the strings andhanded one of the sticks to each of his sons and askedhim to break it over his knee. After the sticks had allbeen broken, with ease, he said: - 25 -
  • 155. "When you boys work together in a spirit ofharmony you resemble the bundle of sticks, and noone can defeat you; but when you quarrel amongyourselves anyone can defeat you one at a time." There is a worth-while lesson in this story of theman and his seven quarrelsome sons, and it may beapplied to the people of a community, the employeesand employers in a given place of employment, or tothe state and nation in which we live. Organized effort may be made a power, but it mayalso be a dangerous power unless guided withintelligence, which is the chief reason why thesixteenth lesson of this course is devoted largely todescribing how to direct the power of organized effortso that it will lead to success; that sort of successwhich is founded upon truth and justice and fairnessthat lead to ultimate happiness. One of the outstanding tragedies of this age ofstruggle and money-madness is the fact that so fewpeople are engaged in the effort which they like best.One of the objects of this course is to help eachstudent find his or her particular niche in the worldswork, where both material prosperity and happiness inabundance may be found. For this purpose a CharacterAnalysis Chart accompanies the sixteenth lesson. Thischart is designed to help the student take inventory ofhimself and find out what latent ability and hiddenforces lie sleeping within him. This entire course is intended as a stimulus withwhich to enable you to see yourself and your hiddenforces as they are, and to awaken in you the ambitionand the vision and the determination to cause you togo forth and claim that which is rightfully yours. - 26 -
  • 156. Less than thirty years ago a man was working inthe same shop with Henry Ford, doing practically thesame sort of work that he was doing. It has been saidthat this man was really a more competent workman,in that particular sort of work, than Ford. Today thisman is still engaged in the same sort of work, atwages of less than a hundred dollars a week, whileMr. Ford is the worlds richest man. What outstanding difference is there betweenthese two men which has so widely separated them interms of material wealth? Just this - Ford understoodand applied the principle of organized effort while theother man did not. In the little city of Shelby, Ohio, as these linesare being written, for the first time in the history ofthe world this principle of organized effort is beingapplied for the purpose of bringing about a closeralliance between the churches and the business housesof a community. The clergymen and business men have formed analliance, with the result that practically every churchin the city is squarely back of every business man, andevery business man is squarely back of every church.The effect has been the strengthening of the churchesand the business houses to such an extent that it hasbeen said that it would be practically impossible forany individual member of either class to fail in hiscalling. The others who belong to the alliance willpermit no such failures. Here is an example of what may happen whengroups of men form an alliance for the purpose ofplacing the combined power of the group back of eachindividual unit. The alliance has brought both material - 27 -
  • 157. A GOOD Encyclopaediacontains most of theknown facts of the world,but they are as useless asSand Dunes untilorganized and expressedin terms of action. - 28 -
  • 158. and moral advantages to the city of Shelby such as areenjoyed by but few other cities of its size in America.The plan has worked so effectively and sosatisfactorily that a movement is now under way toextend it into other cities throughout America. That you may gain a still more concrete vision ofjust how this principle of organized effort can bemade powerful, stop for a moment and allow yourimagination to draw a picture of what would likely bethe result if every church and every newspaper andevery Rotary Club and every Kiwanis Club and everyAdvertising Club and every Womans Club and everyother civic organization of a similar nature, in yourcity, or in any other city in the United States, shouldform an alliance for the purpose of pooling theirpower and using it for the benefit of all members ofthese organizations. The results which might easily be attained bysuch an alliance stagger the imagination I There are three outstanding powers in the worldof organized effort. They are: The churches, theschools and the newspapers. Think what might easilyhappen if these three great powers and molders ofpublic opinion should ally themselves together for thepurpose of bringing about any needed change inhuman conduct. They could, in a single generation, somodify the present standard of business ethics, forexample, that it would practically be business suicidefor anyone to try to transact business under anystandard except that of the Golden Rule. Such analliance could be made to produce sufficient influenceto change, in a single generation, the business, socialand moral tendencies of the entire civilized world. - 29 -
  • 159. Such an alliance would have sufficient power to forceupon the minds of the oncoming generations anyideals desired. Power is organized effort, as has already beenstated! Success is based upon power! That you may have a clear conception of what ismeant by the term "organized effort" I have made useof the foregoing illustrations, and for the sake offurther emphasis I am going to repeat the statementthat the accumulation of great wealth and theattainment of any high station in life such asconstitute what we ordinarily call success, are basedupon the vision to comprehend and the ability toassimilate and apply the major principles of thesixteen lessons of this course. This course is in complete harmony with theprinciples of economics and the principles of AppliedPsychology. You will observe that those lessons,which depend, for their practical application, uponknowledge of psychology, have been supplementedwith sufficient explanation of the psychologicalprinciples involved to render the lessons easilyunderstood. Before the manuscripts for this course went to thepublisher they were submitted to some of the foremostbankers and business men of America, that they mightbe examined, analyzed and criticized by the mostpractical type of mind. One of the best known bankersin New York City returned the manuscripts with thefollowing comment: "I hold a masters degree from Yale, but I wouldwillingly exchange all that this degree has brought mein return for what your course on the Law of Successwould have brought me had I been afforded the privi- - 30 -
  • 160. lege of making it a part of my training while I wasstudying at Yale. "My wife and daughter have also read themanuscripts, and my wife has named your course `themaster key-board of life because she believes that allwho understand how to apply it may play a perfectsymphony in their respective callings, just as a pianistmay play any tune when once the key-board of thepiano and the fundamentals of music have beenmastered." No two people on earth are exactly alike, and forthis reason no two people would be expected to attainfrom this course the same viewpoint. Each studentshould read the course, understand it and thenappropriate from its contents whatever he or she needsto develop a well rounded personality. Before this appropriation can be properly made itwill be necessary for the student to analyze himself,through the use of the questionnaire that comes withthe sixteenth lesson of the course, for the purpose offinding out what his deficiencies may be. Thisquestionnaire should not be filled out until the studentthoroughly masters the contents of the entire course,for he will then be in position to answer the questionswith more accuracy and understanding of himself.Through the aid of this questionnaire an experiencedcharacter analyst can take inventory of ones facultiesas easily and as accurately as a merchant caninventory the goods on his shelves. This course has been compiled for the purpose ofhelping the student find out what are his or her naturaltalents, and for the purpose of helping organize,coordinate and put into use the knowledge gained from - 31 -
  • 161. experience. For more than twenty years I have beengathering, classifying and organizing the material thathas gone into the course. During the past fourteenyears I have analyzed more than 16,000 men andwomen, and all of the vital facts gathered from theseanalyses have been carefully organized and woveninto this course. These analyses brought out manyinteresting facts which have helped to make thiscourse practical and usable. For example, it wasdiscovered that ninety-five per cent of all who wereanalyzed were failures, and but five per cent weresuccesses. (By the term "failure" is meant that theyhad failed to find happiness and the ordinarynecessities of life without struggle that was almostunbearable.) Perhaps this is about the proportion ofsuccesses and failures that might be found if all thepeople of the world were accurately analyzed. Thestruggle for a mere existence is terrific among peoplewho have not learned how to organize and direct theirnatural talents, while the attainment of thosenecessities, as well as the acquiring of many of theluxuries, is comparatively simple among those whohave mastered the principle of organized effort. One of the most startling facts brought to light bythose 16,000 analyses was the discovery that theninety-five per cent who were classed as failures werein that class because they had no definite chief aim inlife, while the five per cent constituting the successfulones not only had purposes that were definite, but theyhad, also, definite plans for the attainment of theirpurposes. Another important fact disclosed by theseanalyses was that the ninety-five per cent constituting - 32 -
  • 162. the failures were engaged in work which they did notlike, while the five per cent constituting thesuccessful ones were doing that which they liked best.It is doubtful whether a person could be a failurewhile engaged in work which he liked best. Anothervital fact learned from the analyses was that all of thefive per cent who were succeeding had formed thehabit of systematic saving of money, while the ninety-five per cent who were failures saved nothing. This isworthy of serious thought. One of the chief objects of this course is to aidthe student in performing his or her chosen work insuch a manner that it will yield the greatest returns inboth money and happiness. - 33 -
  • 164. A Definite Chief Aim The key-note of this entire lesson may be foundin the word "definite." It is most appalling to know that ninety-five percent of the people of the world are drifting aimlesslythrough life, without the slightest conception of thework for which they are best fitted, and with noconception whatsoever of even the need of such athing as a definite objective toward which to strive. There is a psychological as well as an economicreason for the selection of a definite chief aim in life.Let us devote our attention to the psychological sideof the question first. It is a well established principleof psychology that a persons acts are always inharmony with the dominating thoughts of his or hermind. Any definite chief aim that is deliberately fixed inthe mind and held there, with the determination torealize it, finally saturates the entire subconsciousmind until it automatically influences the physicalaction of the body toward the attainment of thatpurpose. Your definite chief aim in life should be selectedwith deliberate care, and after it has been selected itshould be written out and placed where you will see itat least once a day, the psychological effect of whichis to impress this purpose upon your subconsciousmind so strongly that it accepts that purpose as apattern or blueprint that will eventually dominate youractivities in life and lead you, step by step, toward theattainment of the object back of that purpose. - 35 -
  • 165. The principle of psychology through which youcan impress your definite chief aim upon yoursubconscious mind is called Auto-suggestion, orsuggestion which you repeatedly make to yourself. Itis a degree of self-hypnotism, but do not be afraid ofit on that account, for it was this same principlethrough the aid of which Napoleon lifted himself fromthe lowly station of poverty-stricken Corsican to thedictatorship of France. It was through the aid of thissame principle that Thomas A. Edison has risen fromthe lowly beginning of a news butcher to where he isaccepted as the leading inventor of the world. It wasthrough the aid of this same principle that Lincolnbridged the mighty chasm between his lowly birth, ina log cabin in the mountains of Kentucky, and thepresidency of the greatest nation on earth. It wasthrough the aid of this same principle that TheodoreRoosevelt became one of the most aggressive leadersthat ever reached the presidency of the United States. You need have no fear of the principle ofAutosuggestion as long as you are sure that theobjective for which you are striving is one that willbring you happiness of an enduring nature. Be surethat your definite purpose is constructive; that itsattainment will bring hardship and misery to no one;that it will bring you peace and prosperity, then apply,to the limit of your understanding, the principle ofself-suggestion for the speedy attainment of thispurpose. On the street corner, just opposite the room inwhich I am writing, I see a man who stands there allday long and sells peanuts. He is busy every minute.When not actually engaged in making a sale he isroasting and packing the peanuts in little bags. He is - 36 -
  • 166. one of that great army constituting the ninety-five percent who have no definite purpose in life. He isselling peanuts, not because he likes that work betterthan anything else he might do, but because he neversat down and thought out a definite purpose thatwould bring him greater returns for his labor. He isselling peanuts because he is a drifter on the sea oflife, and one of the tragedies of his work is the factthat the same amount of effort that he puts into it, ifdirected along other lines, would bring him muchgreater returns. Another one of the tragedies of this mans work isthe fact that he is unconsciously making use of theprinciple of self-suggestion, but he is doing it to hisown disadvantage. No doubt, if a picture could bemade of his thoughts, there would be nothing in thatpicture except a peanut roaster, some little paper bagsand a crowd of people buying peanuts. This man couldget out of the peanut business if he had the vision andthe ambition first to imagine himself in a moreprofitable calling, and the perseverance to hold thatpicture before his mind until it influenced him to takethe necessary steps to enter a more profitable calling.He puts sufficient labor into his work to bring him asubstantial return if that labor were directed towardthe attainment of a definite purpose that offeredbigger returns. One of my closest personal friends is one of thebest known writers and public speakers of thiscountry. About ten years ago he caught sight of thepossibilities of this principle of self-suggestion andbegan, immediately, to harness it and put it to work.He worked out a plan for its application that proved to - 37 -
  • 167. be very effective. At that time he was neither a writernor a speaker. Each night, just before going to sleep, he wouldshut his eyes and see, in his imagination, a longcouncil table at which he placed (in his imagination)certain well known men whose characteristics hewished to absorb into his own personality. At the endof the table he placed Lincoln, and on either side ofthe table he placed Napoleon, Washington, Emersonand Elbert Hubbard. He then proceeded to talk tothese imaginary figures that he had seated at hisimaginary council table, something after this manner: Mr. Lincoln: I desire to build in my owncharacter those qualities of patience and fairnesstoward all mankind and the keen sense of humor whichwere your outstanding characteristics. I need thesequalities and I shall not be contented until I havedeveloped them. Mr. Washington: I desire to build in my owncharacter those qualities of patriotism and self-sacrifice and leadership which were your outstandingcharacteristics. Mr. Emerson: I desire to build in my owncharacter those qualities of vision and the ability tointerpret the laws of Nature as written in the rocks ofprison walls and growing trees and flowing brooks andgrowing flowers and the faces of little children, whichwere your outstanding characteristics. Napoleon: I desire to build in my own characterthose qualities of self-reliance and the strategicability to master obstacles and profit by mistakes anddevelop strength out of defeat, which were youroutstanding characteristics. - 38 -
  • 168. Mr. Hubbard: I desire to develop the ability toequal and even to excel the ability that you possessedwith which to express yourself in clear, concise andforceful language. Night after night, for many months, this man sawthese men seated around that imaginary council tableuntil finally he had imprinted their outstandingcharacteristics upon his own subconscious mind soclearly that he began to develop a personality whichwas a composite of their personalities. The subconscious mind may be likened to amagnet, and when it has been vitalized and thoroughlysaturated with any definite purpose it has a decidedtendency to attract all that is necessary for thefulfillment of that purpose. Like attracts like, and youmay see evidence of this law in every blade of grassand every growing tree. The acorn attracts from thesoil and the air the necessary materials out of whichto grow an oak tree. It never grows a tree that is partoak and part poplar. Every grain of wheat that isplanted in the soil attracts the materials out of whichto grow a stalk of wheat. It never makes a mistake and grows both oats andwheat on the same stalk. And men are subject, also, to this same Law ofAttraction. Go into any cheap boarding house districtin any city and there you will find people of the samegeneral trend of mind associated together. On theother hand, go into any prosperous community andthere you will find people of the same generaltendencies associated together. Men who aresuccessful always seek the company of others who aresuccessful, while men who are on the ragged side of - 39 -
  • 170. life always seek the company of those who are insimilar circumstances. "Misery loves company." Water seeks its level with no finer certainty thanman seeks the company of those who occupy his owngeneral status financially and mentally. A professor ofYale University and an illiterate hobo have nothing incommon. They would be miserable if thrown togetherfor any great length of time. Oil and water will mix asreadily as will men who have nothing in common. All of which leads up to this statement: That you will attract to you people whoharmonize with your own philosophy of life, whetheryou wish it or not. This being true, can you not seethe importance of vitalizing your mind with a definitechief aim that will attract to you people who will be ofhelp to you and not a hindrance? Suppose yourdefinite chief aim is far above your present station inlife. What of it? It is your privilege - nay, yourDUTY, to aim high in life. You owe it to yourself andto the community in which you live to set a highstandard for yourself. There is much evidence to justify the belief thatnothing within reason is beyond the possibility ofattainment by the man whose definite chief aim hasbeen well developed. Some years ago Louis VictorEytinge was given a life sentence in the Arizonapenitentiary. At the time of his imprisonment he wasan all-around "bad man," according to his ownadmissions. In addition to this it was believed that hewould die of tuberculosis within a year. Eytinge had reason to feel discouraged, if anyoneever had. Public feeling against him was intense and - 41 -
  • 171. he did not have a single friend in the world who cameforth and offered him encouragement or help. Thensomething happened in his own mind that gave himback his health, put the dreaded "white plague" to routand finally unlocked the prison gates and gave him hisfreedom. What was that "something"? Just this: He made up his mind to whip the whiteplague and regain his health. That was a very definitechief aim. In less than a year from the time thedecision was made he had won. Then he extended thatdefinite chief aim by making up his mind to gain hisfreedom. Soon the prison walls melted from aroundhim. No undesirable environment is strong enough tohold the man or woman who understands how to applythe principle of Auto-suggestion in the creation of adefinite chief aim. Such a person can throw off theshackles of poverty; destroy the most deadly diseasegerms; rise from a lowly station in life to power andplenty. All great leaders base their leadership upon adefinite chief aim. Followers are willing followerswhen they know that their leader is a person with adefinite chief aim who has the courage to back up thatpurpose with action. Even a balky horse knows when adriver with a definite chief aim takes hold of the reins;and yields to that driver. When a man with a definitechief aim starts through a crowd everybody standsaside and makes a way for him, but let a man hesitateand show by his actions that he is not sure which wayhe wants to go and the crowd will step all over histoes and refuse to budge an inch out of his way. - 42 -
  • 172. Nowhere is the lack of a definite chief aim morenoticeable or more detrimental than it is in therelationship between parent and child. Children sensevery quickly the wavering attitude of their parents andtake advantage of that attitude quite freely. It is thesame all through life - men with a definite chief aimcommand respect and attention at all times. So much for the psychological viewpoint of adefinite purpose. Let us now turn to the economic sideof the question. If a steamship lost its rudder, in mid-ocean, andbegan circling around, it would soon exhaust its fuelsupply without reaching shore, despite the fact that itwould use up enough energy to carry it to shore andback several times. The man who labors without a definite purposethat is backed up by a definite plan for its attainment,resembles the ship that has lost its rudder. Hard laborand good intentions are not sufficient to carry a manthrough to success, for how may a man be sure that hehas attained success unless he has established in hismind some definite object that he wishes? Every well built house started in the form of adefinite purpose plus a definite plan in the nature of aset of blueprints. Imagine what would happen if onetried to build a house by the haphazard method,without plans. Workmen would be in each others way,building material would be piled all over the lotbefore the foundation was completed, and everybodyon the job would have a different notion as to how thehouse ought to be built. Result, chaos andmisunderstandings and cost that would be prohibitive. Yet had you ever stopped to think that most - 43 -
  • 173. people finish school, take up employment or enter atrade or profession without the slightest conception ofanything that even remotely resembles a definitepurpose or a definite plan? In view of the fact thatscience has provided reasonably accurate ways andmeans of analyzing character and determining the life-work for which people are best fitted, does it not seema modern tragedy that ninety-five per cent of the adultpopulation of the world is made up of men and womenwho are failures because they have not found theirproper niches in the worlds work? If success depends upon power, and if power isorganized effort, and if the first step in the directionof organization is a definite purpose, then one mayeasily see why such a purpose is essential. Until a man selects a definite purpose in life hedissipates his energies and spreads his thoughts overso many subjects and in so many different directionsthat they lead not to power, but to indecision andweakness. With the aid of a small reading glass you canteach yourself a great lesson on the value of organizedeffort. Through the use of such a glass you can focusthe sun-rays on a definite spot so strongly that theywill bum a hole through a plank. Remove the glass(which represents the definite purpose) and the samerays of sun may shine on that same plank for a millionyears without burning it. A thousand electric dry batteries, when properlyorganized and connected together with wires, willproduce enough power to run a good sized piece ofmachinery for several hours, but take those same cellssingly, disconnected, and not one of them would exert - 44 -
  • 174. enough energy to turn the machinery over once. Thefaculties of your mind might properly be likened tothose dry cells. When you organize your faculties,according to the plan laid down in the sixteen lessonsof this Reading Course on the Law of Success, anddirect them toward the attainment of a definitepurpose in life, you then take advantage of the co-operative or accumulative principle out of whichpower is developed, which is called Organized Effort. Andrew Carnegies advice was this: "Place allyour eggs in one basket and then watch the basket tosee that no one kicks it over." By that advice hemeant, of course, that we should not dissipate any ofour energies by engaging in side lines. Carnegie was asound economist and he knew that most men would dowell if they so harnessed and directed their energiesthat some one thing would be done well. When the plan back of this Reading Course wasfirst born I remember taking the first manuscript to aprofessor of the University of Texas, and in a spirit ofenthusiasm I suggested to him that I had discovered aprinciple that would be of aid to me in every publicspeech I delivered thereafter, because I would bebetter prepared to organize and marshal my thoughts. He looked at the outline of the fifteen points for afew minutes, then turned to me and said: "Yes, your discovery is going to help you makebetter speeches, but that is not all it will do. It willhelp you become a more effective writer, for I havenoticed in your previous writings a tendency to scatteryour thoughts. For instance, if you started to describea beautiful mountain yonder in the distance you wouldbe apt to sidetrack your description by calling - 45 -
  • 176. attention to a beautiful bed of wild flowers, or arunning brook, or a singing bird, detouring here andthere, zigzag fashion, before finally arriving at theproper point from which to view the mountain. In thefuture you are going to find it much less difficult todescribe an object, whether you are speaking orwriting, because your fifteen points represent the veryfoundation of organization." A man who had no legs once met a man who wasblind. To prove conclusively that the lame man was aman of vision he proposed to the blind man that theyform an alliance that would be of great benefit toboth. "You let me climb upon your back," said he tothe blind man, "then I will use your legs and you mayuse my eyes. Between the two of us we will get alongmore rapidly." Out of allied effort comes greater power. This isa point that is worthy of much repetition, because itforms one of the most important parts of thefoundation of this Reading Course. The great fortunesof the world have been accumulated through the use ofthis principle of allied effort. That which one man canaccomplish single handed, during an entire life-time,is but meagre at best, no matter how well organizedthat man may be, but that which one man mayaccomplish through the principle of alliance withother men is practically without limitation. That "master mind" to which Carnegie referredduring MY interview with him was made up of morethan a score of minds. In that group were men ofpractically every temperament and inclination. Eachman was there to play a certain part and he didnothing else. There was perfect understanding and - 47 -
  • 177. teamwork between these men. It was Carnegiesbusiness to keep harmony among them. And he did it wonderfully well. If you are familiar with the game of football youknow, of course, that the winning team is the one thatbest co-ordinates the efforts of its players. Team-workis the thing that wins. It is the same in the great gameof life. In your struggle for success you should keepconstantly in mind the necessity of knowing what it isthat you want-of knowing precisely what is yourdefinite purpose - and the value of the principle oforganized effort in the attainment of that whichconstitutes your definite purpose. In a vague sort of way nearly everyone has adefinite purpose - namely, the desire for money! Butthis is not a definite purpose within the meaning ofthe term as it is used in this lesson. Before yourpurpose could be considered definite, even though thatpurpose were the accumulation of money, you wouldhave to reach a decision as to the precise methodthrough which you intend to accumulate that money. Itwould be insufficient for you to say that you wouldmake money by going into some sort of business. Youwould have to decide just what line of business. Youwould also have to decide just where you wouldlocate. You would also have to decide the businesspolicies under which you would conduct yourbusiness. In answering the question, "What Is YourDefinite Purpose In Life," that appears in thequestionnaire; which I have used for the analysis ofmore than 16,000 people, many answered about asfollows: "My definite purpose in life is to be of as much - 48 -
  • 178. service to the world as possible and earn a goodliving.” That answer is about as definite as a frogsconception of the size of the universe is accurate! The object of this lesson is not to inform you asto what your life-work should be, for indeed thiscould be done with accuracy only after you had beencompletely analyzed, but it is intended as a means ofimpressing upon your mind a clear conception of thevalue of a definite purpose of some nature, and of thevalue of understanding the principle of organizedeffort as a means of attaining the necessary powerwith which to materialize your definite purpose. Careful observation of the business philosophy ofmore than one hundred men and women who haveattained outstanding success in their respectivecallings, disclosed the fact that each was a person ofprompt and definite decision. The habit of working with a definite chief aimwill breed in you the habit of prompt decision, andthis habit will come to your aid in all that you do. Moreover, the habit of working with a definitechief aim will help you to concentrate all yourattention on any given task until you have mastered it. Concentration of effort and the habit of workingwith a definite chief aim are two of the essentialfactors in success which are always found together.One leads to the other. The best known successful business men were allmen of prompt decision who worked always with onemain, outstanding purpose as their chief aim. Some notable examples are as follows: Woolworth chose, as his definite chief aim, the - 49 -
  • 179. belting of America with a chain of Five and Ten CentStores, and concentrated his mind upon this one taskuntil he "made it and it made him." Wrigley concentrated his mind on the productionand sale of a five-cent package of chewing gum andturned this one idea into millions of dollars. Edison concentrated upon the work ofharmonizing natural laws and made his efforts uncovermore useful inventions than any other man who everlived. Henry L. Doherty concentrated upon the buildingand operation of public utility plants and madehimself a multimillionaire. Ingersoll concentrated on a dollar watch andgirdled the earth with "tickers" and made this one ideayield him a fortune. Statler concentrated on "homelike hotel-service"and made himself wealthy as well as useful to millionsof people who use his service. Edwin C. Barnes concentrated on the sale ofEdison Dictating Machines, and retired, while still ayoung man, with more money than he needs. Woodrow Wilson concentrated his mind on theWhite House for twenty-five years, and became itschief tenant, thanks to his knowledge of the value ofsticking to a definite chief aim. Lincoln concentrated his mind on freeing theslaves and became our greatest American Presidentwhile doing it. Martin W. Littleton heard a speech which filledhim with the desire to become a great lawyer,concentrated his mind on that one aim, and is nowsaid to be the most successful lawyer in America,whose fees for a single case seldom fall below$50,000.00. - 50 -
  • 180. Rockefeller concentrated on oil and became therichest man of his generation. Ford concentrated on "flivvers" and made himselfthe richest and most powerful man who ever lived. Carnegie concentrated on steel and made hisefforts build a great fortune and plastered his name onpublic libraries throughout America. Gillette concentrated on a safety razor, gave theentire world a "close shave" and made himself amultimillionaire. George Eastman concentrated on the kodak andmade the idea yield him a fortune while bringing muchpleasure to millions of people. Russell Conwell concentrated on one simplelecture, "Acres of Diamonds," and made the idea yieldmore than $6,000,000. Hearst concentrated on sensational newspapersand made the idea worth millions of dollars. Helen Keller concentrated on learning to speak,and, despite the fact that she was deaf, dumb andblind, realized her definite chief aim. John H. Patterson concentrated on cash registersand made himself rich and others "careful." The late Kaiser of Germany concentrated on warand got a big dose of it, let us not forget the fact! Fleischmann concentrated on the humble littlecake of yeast and made things hump themselves allover .the world. Marshall Field concentrated on the worldsgreatest retail store and lo! it rose before him, areality. Philip Armour concentrated on the butcheringbusiness and established a great industry, as well as abig fortune. - 51 -
  • 182. Millions of people are concentrating, daily, onPOVERTY and FAILURE and getting both inoverabundance. Wright Brothers concentrated on the airplane andmastered the air. Pullman concentrated on the sleeping car and theidea made him rich and millions of people comfortablein travel. The Anti-Saloon League concentrated on theProhibition Amendment and (whether for better orworse) made it a reality. Thus it will be seen that all who succeed workwith some definite, outstanding aim as the object oftheir labors. There is some one thing that you can do betterthan anyone else in the world could do it. Search untilyou find out what this particular line of endeavor is,make it the object of your definite chief aim and thenorganize all of your forces and attack it with thebelief that you are going to win. In your search for thework for which you are best fitted, it will be well ifyou bear in mind the fact that you will most likelyattain the greatest success by finding out what workyou like best, for it is a well known fact that a mangenerally best succeeds in the particular line ofendeavor into which he can throw his whole heart andsoul. Let us go back, for the sake of clarity andemphasis, to the psychological principles upon whichthis lesson is founded, because it will mean a loss thatyou can ill afford if you fail to grasp the real reasonfor establishing a definite chief aim in your mind.These principles are as follows: - 53 -
  • 183. First: Every voluntary movement of the humanbody is caused, controlled and directed by thought,through the operation of the mind. Second: The presence of any thought or idea inyour consciousness tends to produce an associatedfeeling and to urge you to transform that feeling intoappropriate muscular action that is in perfect harmonywith the nature of the thought. For example, if you think of winking your eyelidand there are no counter influences or thoughts inyour mind at the time to arrest action, the motor nervewill carry your thought from the seat of government,in your brain, and appropriate or correspondingmuscular action takes place immediately. Stating this principle from another angle: Youchoose, for example, a definite purpose as yourlifework and make up your mind that you will carryout that purpose. From the very moment that you makethis choice, this purpose becomes the dominatingthought in your consciousness, and you are constantlyon the alert for facts, information and knowledge withwhich to achieve that purpose. From the time that youplant a definite purpose in your mind, your mindbegins, both consciously and unconsciously, to gatherand store away the material with which you are toaccomplish that purpose. Desire is the factor which determines what yourdefinite purpose in life shall be. No one can selectyour dominating desire for you, but once you select ityourself it becomes your definite chief aim andoccupies the spotlight of your mind until it is satisfiedby transformation into reality, unless you permit it tobe pushed aside by conflicting desires. - 54 -
  • 184. To emphasize the principle that I am here tryingto make clear, I believe it not unreasonable to suggestthat to be sure of successful achievement, onesdefinite chief aim in life should be backed up with aburning desire for its achievement. I have noticed thatboys and girls who enter college and pay their waythrough by working seem to get more out of theirschooling than do those whose expenses are paid forthem. The secret of this may be found in the fact thatthose who are willing to work their way through areblessed with a burning desire for education, and sucha desire, if the object of the desire is within reason, ispractically sure of realization. Science has established, beyond the slightestroom for doubt, that through the principle of Auto-suggestion any deeply rooted desire saturates theentire body and mind with the nature of the desire andliterally transforms the mind into a powerful magnetthat will attract the object of the desire, if it be withinreason. For the enlightenment of those who might notproperly interpret the meaning of this statement I willendeavor to state this principle in another way. Forexample, merely desiring an automobile will not causethat automobile to come rolling in, but, if there is aburning desire for an automobile, that desire will leadto the appropriate action through which an automobilemay be paid for. Merely desiring freedom would never release aman who was confined in prison if it were notsufficiently strong to cause him to do something toentitle himself to freedom. These are the steps leading from desire tofulfillment: First the burning desire, then the crystal- - 55 -
  • 185. lization of that desire into a definite purpose, thensufficient appropriate action to achieve that purpose.Remember that these three steps are always necessaryto insure success. I once knew a very poor girl who had a burningdesire for a wealthy husband, and she finally got him,but not without having transformed that desire into thedevelopment of a very attractive personality which, inturn, attracted the desired husband. I once had a burning desire to be able to analyzecharacter accurately and that desire was so persistentand so deeply seated that it practically drove me intoten years of research and study of men and women. George S. Parker makes one of the best fountainpens in the world, and despite the fact that hisbusiness is conducted from the little city ofJanesville, Wisconsin, he has spread his product allthe way around the globe and he has his pen on sale inevery civilized country in the world. More than twentyyears ago, Mr. Parkers definite purpose wasestablished in his mind, and that purpose was toproduce the best fountain pen that money could buy.He backed that purpose with a burning desire for itsrealization and if you carry a fountain pen the chancesare that you have evidence in your own possessionthat it has brought him abundant success. You are a contractor and builder, and, like menwho build houses out of mere wood and brick andsteel, you must draw up a set of plans after which toshape your success building. You are living in awonderful age, when the materials that go into successare plentiful and cheap. You have at your disposal, inthe archives of the public libraries, the carefully - 56 -
  • 186. compiled results of two thousand years of researchcovering practically every possible line of endeavor inwhich one would wish to engage. If you would becomea preacher you have at hand the entire history of whathas been learned by men who have preceded you inthis field. I f you would become a mechanic you haveat hand the entire history of the inventions ofmachines and the discovery and usages of metals andthings metallic in nature. If you would become alawyer you have at your disposal the entire history oflaw procedure. Through the Department ofAgriculture, at Washington, you have at your disposalall that has been learned about farming andagriculture, where you may use it should you wish tofind your life-work in this field. The world was never so resplendent withopportunity as it is today. On every hand there is anever-increasing demand for the services of the man orthe woman who makes a better mouse-trap or performsbetter stenographic service or preaches a bettersermon or digs a better ditch or runs a moreaccommodating bank. This lesson will not be completed until you shallhave made your choice as to what your definite chiefaim in life is to be and then recorded a description ofthat purpose in writing and placed it where you maysee it every morning when you arise and every nightwhen you retire. Procrastination is-but why preach about it? Youknow that you are the hewer of your own wood and thedrawer of your own water and the shaper of your owndefinite chief aim in life; therefore, why dwell uponthat which you already know? A definite purpose is something that you must - 57 -
  • 187. Every line a man writes, andevery act in which heindulges, and every word heutters serves as unescapableevidence of the nature ofthat which is deeply imbed-ded in his own heart, aconfession that he cannotdisavow. - 58 -
  • 188. create for yourself. No one else will create it for youand it will not create itself. What are you going to doabout it? and when? and how? Start now to analyze your desires and find outwhat it is that you wish, then make up your mind toget it. Lesson Three will point out to you the next stepand show you how to proceed. Nothing is left tochance, in this Reading Course. Every step is markedplainly. Your part is to follow the directions until youarrive at your destination, which is represented byyour definite chief aim. Make that aim clear and backit up with persistence which does not recognize theword "impossible." When you come to select your definite chief aimjust keep in mind the fact that you cannot aim toohigh. Also keep in mind the never-varying truth thatyoull get nowhere if you start nowhere. If your aim inlife is vague your achievements will also be vague,and it might well be added, very meager. Know whatyou want, when you want it, why you want it and HOWyou intend to get it. This is known to teachers andstudents of psychology as the WWWH formula -"what, when, why and how." Read this lesson four times, at intervals of oneweek apart. You will see much in the lesson the fourth timeyou read it that you did not see the first time. Your success in mastering this course and inmaking it bring you success will depend very largely,if not entirely, upon how well you follow ALL theinstructions it contains. Do not set up your own rules of study. Followthose laid down in the Course, as they are the result of - 59 -
  • 189. years of thought and experimentation. If you wish toexperiment wait until you master this course in themanner suggested by its author. You will then be inposition to experiment more safely. For the presentcontent yourself by being the student. You will, let ushope, become the teacher as well as the student afteryou have followed the Course until you have masteredit. If you follow the instructions laid down in thisCourse for the guidance of its students, you can nomore fail than water can run uphill above the level ofits source. - 60 -
  • 190. INSTRUCTIONS FOR APPLYING THE PRINCIPLES OF THIS LESSON Through the Introductory Lesson of this courseyou became familiar with the principle of psychologyknown as the "Master Mind." You are now ready to begin use of this principleas a means of transforming your definite chief aiminto reality. It must have occurred to you that onemight as well have no definite chief aim unless onehas, also, a very definite and practical plan for makingthat aim become a reality. Your first step is to decide what your major aimin life shall be. Your next step is to write out a clear,concise statement of this aim. This should be followedby a statement, in writing, of the plan or plansthrough which you intend to attain the object of youraim. Your next and final step will be the forming of analliance with some person or persons who willcooperate with you in carrying out these plans andtransforming your definite chief aim into reality. The purpose of this friendly alliance is to employthe law of the "Master Mind" in support of your plans.The alliance should be made between yourself andthose who have your highest and best interests atheart. If you are a married man your wife should beone of the members of this alliance, providing thereexists between you a normal state of confidence andsympathy. Other members of this alliance may be yourmother, father, brothers or sisters, or some closefriend or friends. - 61 -
  • 191. If you are a single person your sweetheart, if youhave one, should become a member of your alliance.This is no joke - you are now studying one of the mostpowerful laws of the human mind, and you will serveyour own best interests by seriously and earnestlyfollowing the rules laid down in this lesson, eventhough you may not be sure where they will lead you. Those who join with you in the formation of afriendly alliance for the purpose of aiding you in thecreation of a "Master Mind" should sign, with you,your statement of the object of your definite chiefaim. Every member of your alliance must be fullyacquainted with the nature of your object in formingthe alliance. Moreover, every member must be inhearty accord with this object, and in full sympathywith you. Each member of your alliance must besupplied with a written copy of your statement of yourdefinite chief aim. With this exception, however, youare explicitly instructed to keep the object of yourchief aim to yourself. The world is full of "DoubtingThomases" and it will do your cause no good to havethese rattle-brained people scoffing at you and yourambitions. Remember, what you need is friendlyencouragement and help, not derision and doubt. If you believe in prayer you are instructed tomake your definite chief aim the object of your prayerat, least once every twenty-four hours, and more oftenif convenient. If you believe there is a God who canand will aid those who are earnestly striving to be ofconstructive service in the world, surely you feel thatyou have a right to petition Him for aid in theattainment of what should be the most important thingin life to you. - 62 -
  • 192. If those who have been invited to join yourfriendly alliance believe in prayer, ask them, also, toinclude the object of this alliance as a part of theirdaily prayer. Comes, now, one of the most essential ruleswhich you must follow. Arrange with one or all of themembers of your friendly alliance to state to you, inthe most positive and definite terms at their command,that THEY KNOW YOU CAN AND WILL REALIZETHE OBJECT OF YOUR DEFINITE CHIEF AIM. Thisaffirmation or statement should be made to you atleast once a day; more often if possible. These steps must be followed persistently, withfull faith that they will lead you where you wish togo! It will not suffice to carry out these plans for afew days or a few weeks and then discontinue them.YOU MUST FOLLOW THE DESCRIBEDPROCEDURE. UNTIL YOU ATTAIN THE OBJECTOF YOUR DEFINITE CHIEF AIM, REGARDLESS OFTHE TIME REQUIRED. From time to time it may become necessary tochange the plans you have adopted for theachievement of the object of your definite chief aim.Make these changes without hesitation. No humanbeing has sufficient foresight to build plans whichneed no alteration or change. If any member of your friendly alliance losesfaith in the law known as the "Master Mind,"immediately remove that member and replace him orher with some other person. Andrew Carnegie stated to the author of thiscourse that he had found it necessary to replace someof the members of his "Master Mind." In fact he stated - 63 -
  • 193. "Yes, he succeeded - but -he almost failed!" So didRobert Fulton and Abra-ham Lincoln and nearly allthe others whom we callsuccessful. No man everachieved worth-while suc-cess who did not, at onetime or other, find himselfwith at least one foot hang-ing well over the brink offailure. - 64 -
  • 194. that practically every member of whom his alliancewas originally composed had, in time, been removedand replaced with some other person who could adapthimself more loyally and enthusiastically to the spiritand object of the alliance. You cannot succeed when surrounded by disloyaland unfriendly associates, no matter what may be theobject of your definite chief aim. Success is built uponloyalty, faith, sincerity, co-operation and the otherpositive forces with which one must surcharge hisenvironment. Many of the students of this course will want toform friendly alliances with those with whom they areassociated professionally or in business, with theobject of achieving success in their business orprofession. In such cases the same rules of procedurewhich have been here described should be followed.The object of your definite chief aim may be one thatwill benefit you individually, or it may be one thatwill benefit the business or profession with which youare connected. The law of the "Master Mind" willwork the same in either case. If you fail, eithertemporarily or permanently, in the application of thislaw it will be for the reason that some member of youralliance did not enter into the spirit of the alliancewith faith, loyalty and sincerity of purpose. The last sentence is worthy of a second reading! The object of your definite chief aim shouldbecome your "hobby." You should ride this "hobby"continuously; you should sleep with it, eat with it,play with it, work with it, live with it and THINK withit. Whatever you want you may get if you want itwith sufficient intensity, and keep on wanting it, - 65 -
  • 195. providing the object wanted is one within reason, andyou ACTUALLY BELIEVE YOU WILL GET IT 1There is a difference, however, between merely"wishing" for something and ACTUALLYBELIEVING you will get it. Lack of understanding ofthis difference has meant failure to millions of people.The "doers" are the "believers" in all walks of life.Those who BELIEVE they can achieve the object oftheir definite chief aim do not recognize the wordimpossible. Neither do they acknowledge temporarydefeat. They KNOW they are going to succeed, and ifone plan fails they quickly replace it with anotherplan. Every noteworthy achievement met with somesort of temporary setback before success came. Edisonmade more than ten thousand experiments before hesucceeded in making the first talking machine recordthe words, "Mary had a little lamb." If there is one word which should stand out inyour mind in connection with this lesson, it is theword PERSISTENCE! You now have within your possession the pass-key to achievement. You have but to unlock the doorto the Temple of Knowledge and walk in. But youmust go to the Temple; it will not come to you. Ifthese laws are new to you the "going" will not be easyat first. You will stumble many times, but keepmoving 1 Very soon you will come to the brow of themountain you have been climbing, and you willbehold, in the valleys below, the rich estate ofKNOWLEDGE which shall be your reward for yourfaith and efforts. Everything has a price. There is no suchpossibility as "something for nothing." In yourexperiments with the Law of the Master Mind you are - 66 -
  • 196. jockeying with Nature, in her highest and noblestform. Nature cannot be tricked or cheated. She willgive up to you the object of your struggles only afteryou have paid her price, which is CONTINUOUS,UNYIELDING, PERSISTENT EFFORT! What more could be said on this subject? You have been shown what to do, when to do it,how to do it and why you should do it. If you willmaster the next lesson, on Self-confidence, you willthen have the faith in yourself to enable you to carryout the instructions laid down for your guidance inthis lesson. Master of human destinies am I! Fame, love, and fortune on my footsteps wait. Cities and fields I walk; I penetrate Deserts and seas remote, and passing by Hovel and mart and palace - soon or late I knock, unbidden, once at every gate! If sleeping, wake - if feasting, rise before I turn away. It is the hour of fate, And they who follow me reach every state Mortals desire, and conquer every foe Save death; but those who doubt or hesitate, Condemned to failure, penury, and woe, Seek me in vain and uselessly implore. I answer not, and I return no more! - INGALLS. - 67 -
  • 198. THE LAW OFSUCCESS IN SIXTEEN LESSONS Teaching, for the First Time in theHistory of the World, the True Philos-ophy upon which all Personal Successis Built. BY NAPOLEON HILL 1928 PUBLISHED BY The RALSTON UNIVERSITY PRESS MERIDEN, CONN.
  • 199. C OPYRIGHT , 1928, BYNAPOLEON HILL ______ All Rights Reserved Printed in the U.S.A. -2-
  • 200. Lesson ThreeSELF-CONFIDENCE -3-
  • 201. AMIDST all the mys-teries by which we aresurrounded, nothing ismore certain than thatwe are in the presenceof an Infinite andEternal Energy fromwhich all thingsproceed. - Herbert Spencer -4-
  • 202. THE LAW OF SUCCESS Lesson Three SELF-CONFIDENCE "You Can Do It if You Believe You Can!" BEFORE approaching the fundamental principlesupon which this lesson is founded it will be of benefitto you to keep in mind the fact that it is practical -that it brings you the discoveries of more than twenty-five years of research-that it has the approval of theleading scientific men and women of the world whohave tested every principle involved. Skepticism is the deadly enemy of progress andself-development. You might as well lay this bookaside and stop right here as to approach this lessonwith the feeling that it was written by some long-haired theorist who had never tested the principlesupon which the lesson is based. Surely this is no age for the skeptic, because it isan age in which we have seen more of Natures lawsuncovered and harnessed than had been discovered inall past history of the human race. Within threedecades we have witnessed the mastery of the air; wehave explored the ocean; we have all but annihilated -5-
  • 203. distances on the earth; we have harnessed thelightning and made it turn the wheels of industry; wehave made seven blades of grass grow where but onegrew before; we have instantaneous communicationbetween the nations of the world. Truly, this is an ageof illumination and unfoldment, but we have as yetbarely scratched the surface of knowledge. However,when we shall have unlocked the gate that leads to thesecret power which is stored up within us it will bringus knowledge that will make all past discoveries paleinto oblivion by comparison. Thought is the most highly organized form ofenergy known to man, and this is an age ofexperimentation and research that is sure to bring usinto greater understanding of that mysterious forcecalled thought, which reposes within us. We havealready found out enough about the human mind toknow that a man may throw off the accumulatedeffects of a thousand generations of fear, through theaid of the principle of Auto-suggestion. We havealready discovered the fact that fear is the chiefreason for poverty and failure and misery that takes ona thousand different forms. We have alreadydiscovered the fact that the man who masters fear maymarch on to successful achievement in practically anyundertaking, despite all efforts to defeat him. The development of self-confidence starts withthe elimination of this demon called fear, which sitsupon a mans shoulder and whispers into his ear, "Youcant do it - you are afraid to try - you are afraid ofpublic opinion - you are afraid that you will fail - youare afraid you have not the ability." This fear demon is getting into close quarters. -6-
  • 204. Science has found a deadly weapon with which to putit to flight, and this lesson on self-confidence hasbrought you this weapon for use in your battle withthe world-old enemy of progress, fear. THE SIX BASIC FEARS OF MANKIND: Everyperson falls heir to the influence of six basic fears.Under these six fears may be listed the lesser fears.The six basic or major fears are here enumerated andthe sources from which they are believed to havegrown are described. The six basic fears are: a The fear of Poverty b The fear of Old Age c The fear of Criticism d The fear of Loss of Love of Someone. e The fear of Ill Health f The fear of Death. Study the list, then take inventory of your ownfears and ascertain under which of the six headingsyou can classify them. Every human being who has reached the age ofunderstanding is bound down, to some extent, by oneor more of these six basic fears. As the first step inthe elimination of these six evils let us examine thesources from whence we inherited them. PHYSICAL AND SOCIAL HEREDITY All that man is, both physically and mentally, hecame by through two forms of heredity. One is knownas physical heredity and the other is called socialheredity. Through the law of physical heredity man has -7-
  • 205. slowly evolved from the amoeba (a single-cell animalform), through stages of development correspondingto all the known animal forms now on this earth,including those which are known to have existed butwhich are now extinct. Every generation through which man has passedhas added to his nature something of the traits, habitsand physical appearance of that generation. Mansphysical inheritance, therefore, is a heterogeneouscollection of many habits and physical forms. There seems little, if any, doubt that while the sixbasic fears of man could not have been inheritedthrough physical heredity (these six basic fears beingmental states of mind and therefore not capable oftransmission through physical heredity), it is obviousthat through physical heredity a most favorablelodging place for these six fears has been provided. For example, it is a well known fact that thewhole process of physical evolution is based upondeath, destruction, pain and cruelty; that the elementsof the soil of the earth find transportation, in theirupward climb through evolution, based upon the deathof one form of life in order that another and higherform may subsist. All vegetation lives by "eating" theelements of the soil and the elements of the air. Allforms of animal life live by "eating" some other andweaker form, or some form of vegetation. The cells of all vegetation have a very high orderof intelligence. The cells of all animal life likewisehave a very high order of intelligence. Undoubtedly the animal cells of a fish havelearned, out of bitter experience, that the group ofanimal cells known as a fish hawk are to be greatlyfeared. -8-
  • 206. By reason of the fact that many animal forms(including that of most men) live by eating the smallerand weaker animals, the "cell intelligence" of theseanimals which enter into and become a part of manbrings with it the FEAR growing out of theirexperience in having been eaten alive. This theory may seem to be far-fetched, and infact it may not be true, but it is at least a logicaltheory if it is nothing more. The author makes noparticular point of this theory, nor does he insist thatit accounts for any of the six basic fears. There isanother, and a much better explanation of the sourceof these fears, which we will proceed to examine,beginning with a description of social heredity. By far the most important part of mans make-upcomes to him through the law of social heredity, thisterm having reference to the methods by which onegeneration imposes upon the minds of the generationunder its immediate control the superstitions, beliefs,legends and ideas which it, in turn, inherited from thegeneration preceding. The term "social heredity" should be understoodto mean any and all sources through which a personacquires knowledge, such as schooling of religiousand all other natures; reading, word of mouthconversation, story telling and all manner of thoughtinspiration coming from what is generally accepted asones "personal experiences." Through the operation of the law of socialheredity anyone having control of the mind of a childmay, through intense teaching, plant in that childsmind any idea, whether false or true, in such a mannerthat the child accepts it as true and it becomes as -9-
  • 207. REMEMBER that whenyou make anappointment withanother person youassume the responsibilityof punctuality, and thatyou have not the right tobe a single minute late. - 10 -
  • 208. much a part of the childs personality as any cell ororgan of its physical body (and just as hard to changein its nature) . It is through the law of social heredity that thereligionist plants in the child mind dogmas and creedsand religious ceremonies too numerous to describe,holding those ideas before that mind until the mindaccepts them and forever seals them as a part of itsirrevocable belief. The mind of a child whic h has not come into theage of general understanding, during an averageperiod covering, let us say, the first two years of itslife, is plastic, open, clean and free. Any idea plantedin such a mind by one in whom the child hasconfidence takes root and grows, so to speak, in sucha manner that it never can be eradicated or wiped out,no matter how opposed to logic or reason that ideamay be. Many religionists claim that they can so deeplyimplant the tenets of their religion in the mind of achild that there never can be room in that mind for anyother religion, either in whole or in part. The claimsare not greatly overdrawn. With this explanation of the manner in which thelaw of social heredity operates the student will beready to examine the sources from which man inheritsthe six basic fears. Moreover, any student (exceptthose who have not yet grown big enough to examinetruth that steps upon the "pet corns" of their ownsuperstitions) may check the soundness of theprinciple of social heredity as it is here applied to thesix basic fears, without going outside of his or herown personal experiences. Fortunately, practically the entire mass of - 11 -
  • 209. evidence submitted in this lesson is of such a naturethat all who sincerely seek the truth may ascertain, forthemselves, whether the evidence is sound or not. For the moment at least, lay aside your prejudicesand preconceived ideas (you may always go back andpick them up again, you know) while we study theorigin and nature of mans Six Worst Enemies, the sixbasic fears, beginning with: THE FEAR OF POVERTY: It requires courage totell the truth about the origin of this fear, and stillgreater courage, perhaps, to accept the truth after ithas been told. The fear of poverty grew out of mansinherited tendency to prey upon his fellow maneconomically. Nearly all forms of lower animals haveinstinct but appear not to have the power to reasonand think; therefore, they prey upon one anotherphysically. Man, with his superior sense of intuition,thought and reason, does not eat his fellow menbodily; he gets more satisfaction out of eating themFINANCIALLY! Of all the ages of the world of which we knowanything, the age in which we live seems to be the ageof money worship. A man is considered less than thedust of the earth unless he can display a fat bankaccount. Nothing brings man so much suffering andhumiliation as does POVERTY. No wonder manFEARS poverty. Through a long line of inheritedexperiences with the man-animal man has learned, forcertain, that this animal cannot always be trustedwhere matters of money and other evidences of earthlypossessions are concerned. Many marriages have their beginning (andoftentimes their ending) solely on the basis of the - 12 -
  • 210. wealth possessed by one or both of the contractingparties. It is no wonder that the divorce courts are busy! "Society" could quite properly be spelled"$ociety," because it is inseparably associated withthe dollar mark. So eager is man to possess wealththat he will acquire it in whatever manner he can;through legal methods, if possible, through othermethods if necessary. The fear of poverty is a terrible thing! A man may commit murder, engage in robbery,rape and all other manner of violation of the rights ofothers and still regain a high station in the minds ofhis fellow men, PROVIDING always that he does notlose his wealth. Poverty, therefore, is a crime-anunforgivable sin, as it were. No wonder man fears it! Every statute book in the world bears evidencethat the fear of poverty is one of the six basic fears ofmankind, for in every such book of laws may be foundvarious and sundry laws intended to protect the weakfrom the strong. To spend time trying to prove eitherthat the fear of poverty is one of mans inherited fears,or that this fear has its origin in mans nature to cheathis fellow man, would be similar to trying to provethat three times two are six. Obviously no man wouldever fear poverty if he had any grounds for trustinghis fellow men, for there is food and shelter andraiment and luxury of every nature sufficient for theneeds of every person on earth, and all these blessingswould be enjoyed by every person except for theswinish habit that man has of trying to push all theother "swine" out of the trough, even after he has alland more than he needs. - 13 -
  • 211. The second of the six basic fears with which manis bound is: THE FEAR OF OLD AGE: In the main this feargrows out of two sources. First, the thought that OldAge may bring with it POVERTY. Secondly, and byfar the most common source of origin, from false andcruel sectarian teachings which have been so wellmixed with "fire and brimstone" and with"purgatories" and other bogies that human beings havelearned to fear Old Age because it meant the approachof another, and possibly a much more HORRIBLE,world than this one which is known to be bad enough. In the basic fear of Old Age man has two verysound reasons for his apprehension: the one growingout of distrust of his fellow men who may seizewhatever worldly goods he may possess, and the otherarising from the terrible pictures of the world to comewhich were deeply planted in his mind, through thelaw of social heredity, long before he came intopossession of that mind. Is it any wonder that man fears the approach ofOld Age? The third of the six basic fears is: THE FEAR OF CRITICISM: Just how manacquired this basic fear it would be hard, if notimpossible, definitely to determine, but one thing iscertain, he has it in well developed form. Some believe that this fear made its appearance inthe mind of man about the time that politics came intoexistence. Others believe its source can be traced nofurther than the first meeting of an organization offemales known as a "Womans Club." Still anotherschool of humorists charges the origin to the contents - 14 -
  • 212. of the Holy Bible, whose pages abound with somevery vitriolic and violent forms of criticism. If thelatter claim is correct, and those who believe literallyall they find in the Bible are not mistaken, then God isresponsible for mans inherent fear of Criticism,because God caused the Bible to be written. This author, being neither a humorist nor a"prophet," but just an ordinary workaday type ofperson, is inclined to attribute the basic fear ofCriticism to that part of mans inherited nature whichprompts him not only to take away his fellow mansgoods and wares, but to justify his action byCRITICISM of his fellow mans character. The fear of Criticism takes on many differentforms, the majority of which are petty and trivial innature, even to the extent of being childish in theextreme. Bald-headed men, for example, are bald for noother reason than their fear of Criticism. Headsbecome bald because of the protection of hats withtight fitting bands which cut off the circulation at theroots of the hair. Men wear hats, not because theyactually need them for the sake of comfort, but mainlybecause "everybodys doing it," and the individualfalls in line and does it also, lest some otherindividual CRITICIZE him. Women seldom have bald heads, or even thinhair, because they wear hats that are loose, the onlypurpose of which is to make an appearance. But it must not be imagined that women are freefrom the fear of Criticism associated with hats. If anywoman claims to be superior to man with reference tothis fear, ask her to walk down the street wearing ahat that is one or two seasons out of style! - 15 -
  • 213. IN every soul there hasbeen deposited the seedof a great future, butthat seed will nevergerminate, much lessgrow to maturity,except through therendering of usefulservice. - 16 -
  • 214. The makers of all manner of clothing have notbeen slow to capitalize this basic fear of Criticismwith which all mankind is cursed. Every season, itwill be observed, the "styles" in many articles ofwearing apparel change. Who establishes the "styles"?Certainly not the purchaser of clothes, but themanufacturer of clothes. Why does he change thestyles so often? Obviously this change is made so thatthe manufacturer can sell more clothes. For the same reason the manufacturers ofautomobiles (with a few rare and very sensibleexceptions) change styles every season. The manufacturer of clothing knows how the man-animal fears to wear a garment which is one seasonout of step with "that which they are all wearingnow." Is this not true? Does not your own experienceback it up? We have been describing the manner in whichpeople behave under the influence of the fear ofCriticism as applied to the small and petty things oflife. Let us now examine human behavior under thisfear when it affects people in connection with themore important matters connected with humanintercourse. Take, for example, practically any personwho has reached the age of "mental maturity" (fromthirty-five to forty-five years of age, as a generalaverage), and if you could read his or her mind youwould find in that mind a very decided disbelief ofand rebellion against most of the fables taught by themajority of the religionists. Powerful and mighty is the fear of CRITICISM! The time was, and not so very long ago at that, - 17 -
  • 215. when the word "infidel" meant ruin to whomsoever itwas applied. It is seen, therefore, that mans fear ofCRITICISM is not without ample cause for itsexistence. The fourth basic fear is that of: THE FEAR OF LOSS OF LOVE OF SOMEONE:The source from which this fear originated needs butlittle description, for it is obvious that it grew out ofmans nature to steal his fellow mans mate; or at leastto take liberties with her, unknown to her rightful"lord" and master. By nature all men are polygamous,the statement of a truth which will, of course, bringdenials from those who are either too old to functionin a normal way sexually, or have, from some othercause, lost the contents of certain glands which areresponsible for mans tendency toward the plurality ofthe opposite sex. There can be but little doubt that jealousy and allother similar forms of more or less mild dementiapraecox (insanity) grew out of mans inherited fear ofthe Loss of Love of Someone. Of all the "sane fools" studied by this author, thatrepresented by a man who has become jealous of somewoman, or that of a woman who has become jealous ofsome man, is the oddest and strangest. The author,fortunately, never had but one case of personalexperience with this form of insanity, but from thatexperience he learned enough to justify him in statingthat the fear of the Loss of Love of Someone is one ofthe most painful, if not in fact the most painful, of allthe six basic fears. And it seems reasonable to addthat this fear plays more havoc with the human mindthan do any of the other six basic fears, often leading - 18 -
  • 216. to the more violent forms of permanent insanity. The fifth basic fear is that of: THE FEAR OF ILL HEALTH: This fear has itsorigin, to considerable extent also, in the samesources from which the fears of Poverty and Old Ageare derived. The fear of Ill Health must needs be closelyassociated with both Poverty and Old Age, because italso leads toward the border line of "terrible worlds"of which man knows not, but of which he has heardsome discomforting stories. The author strongly suspects that those engagedin the business of selling good health methods havehad considerable to do with keeping the fear of IllHealth alive in the human mind. For longer than the record of the human race canbe relied upon, the world has known of various andsundry forms of therapy and health purveyors. If aman gains his living from keeping people in goodhealth it seems but natural that he would use everymeans at his command for persuading people that theyneeded his services. Thus, in time, it might be thatpeople would inherit a fear of Ill Health. The sixth and last of the six basic fears is that of: THE FEAR OF DEATH: To many this is the worstof all the six basic fears, and the reason why it is soregarded becomes obvious to even the casual studentof psychology. The terrible pangs of fear associated with DEATHmay be charged directly to religious fanaticism, thesource which is more responsible for it than are allother sources combined. - 19 -
  • 217. So-called "heathen" are not as much afraid ofDEATH as are the "civilized," especially that portionof the civilized population which has come under theinfluence of theology. For hundreds of millions of years man has beenasking the still unanswered (and, it may be, theunanswerable) questions, "WHENCE?" and"WHITHER?" "Where did I come from and where am Igoing after death?" The more cunning and crafty, as well as thehonest but credulous, of the race have not been slowto offer the answer to these questions. In fact theanswering of these questions has become one of theso-called "learned" professions, despite the fact thatbut little learning is required to enter this profession. Witness, now, the major source of origin of thefear of DEATH! "Come into my tent, embrace my faith, accept mydogmas (and pay my salary) and I will give you aticket that will admit you straightway into heavenwhen you die," says the leader of one form ofsectarianism. "Remain out of my tent," says this sameleader, "and you will go direct to hell, where you willburn throughout eternity." While, in fad, the self-appointed leader may notbe able to provide safe-conduct into heaven nor, bylack of such provision, allow the unfortunate seekerafter truth to descend into hell, the possibility of thelatter seems so terrible that it lays hold of the mindand creates that fear of fears, the fear of DEATH! In truth no man knows, and no man has everknown, what heaven or hell is like, or if such placesexist, and this very lack of definite knowledge opens - 20 -
  • 218. the door of the human mind to the charlatan to enterand control that mind with his stock of legerdemainand various brands of trickery, deceit and fraud. The truth is this - nothing less and nothing more -That NO MAN KNOWS NOR HAS ANY MAN EVERKNOWN WHERE WE COME FROM AT BIRTH ORWHERE WE GO AT DEATH. Any person claimingotherwise is either deceiving himself or he is aconscious impostor who makes it a business to livewithout rendering service of value, through play uponthe credulity of humanity. Be it said, in their behalf, however, the majorityof those engaged in "selling tickets into heaven"actually believe not only that they know where heavenexists, but that their creeds and formulas will givesafe passage to all who embrace them. This belief may be summed up in one word -CREDULITY! Religious leaders, generally, make the broad,sweeping claim that the present civilization owes itsexistence to the work done by the churches. Thisauthor, as far as he is personally concerned, is willingto grant their claims to be correct, if, at the same timehe be permitted to add that even if this claim be truethe theologians havent a great deal of which to brag. But, it is not - cannot be - true that civilizationhas grown out of the efforts of the organized churchesand creeds, if by the term "civilization" is meant theuncovering of the natural laws and the manyinventions to which the world is the present heir. If the theologians wish to claim that part ofcivilization which has to do with mans conducttoward his fellow man they are perfectly welcome to - 21 -
  • 219. YOU are fortunate if youhave learned thedifference between tem-porary defeat and failure;more fortunate still, ifyou have learned thetruth that the very seedof success is dormant inevery defeat that youexperience. - 22 -
  • 220. it, as far as this author is concerned; but, on the otherhand, if they presume to gobble up the credit for allthe scientific discovery of mankind the author begsleave to offer vigorous protest. · · · · · · · · It is hardly sufficient to state that social heredityis the method through which man gathers allknowledge that reaches him through the five senses. Itis more to the point to state HOW social heredityworks, in as many different applications as will givethe student a comprehensive understanding of thatlaw. Let us begin with some of the lower forms ofanimal life and examine the manner in which they areaffected by the law of social heredity. Shortly after this author began to examine themajor sources from which men gather the knowledgewhich makes them what they are, some thirty-oddyears ago, he discovered the nest of a ruffed grouse.The nest was so located that the mother bird could beseen from a considerable distance when she was on thenest. With the aid of a pair of field glasses the birdwas closely watched until the young birds werehatched out. It happened that the regular dailyobservation was made but a few hours after the youngbirds came out of the shell. Desiring to know whatwould happen, the author approached the nest. Themother bird remained near by until the intruder waswithin ten or twelve feet of her, then she disarrangedher feathers, stretched one wing over her leg and wenthobbling away, making a pretense of being crippled.Being somewhat familiar with the tricks of motherbirds, the author did not follow, but, instead, went to - 23 -
  • 221. the nest to take a look at the little ones. Without theslightest signs of fear they turned their eyes towardhim, moving their heads first one way and thenanother. He reached down and picked one of them up.With no signs of fear it stood in the palm of his hand.He laid the bird back in the nest and went away to asafe distance to give the mother bird a chance toreturn. The wait was short. Very soon she begancautiously to edge her way back toward the nest untilshe was within a few feet of it, when she spread herwings and ran as fast as she could, uttering,meanwhile, a series of sounds similar to those of a henwhen she has found some morsel of food and wishes tocall her brood to partake of it. She gathered the little birds around and continuedto quiver in a highly excited manner, shaking herwings and ruffling her feathers. One could almost hearher words as she gave the little birds their first lessonin self-defense, through the law of SOCIALHEREDITY: "You silly little creatures! Do you not know thatmen are your enemies? Shame on you for allowing thatman to pick you up in his hands. Its a wonder hedidnt carry you off and eat you alive! The next timeyou see a man approaching make yourselves scarce.Lie down on the ground, run under leaves, goanywhere to get out of sight, and remain out of sightuntil the enemy is well on his way." The little birds stood around and listened to thelecture with intense interest. After the mother bird hadquieted down the author again started to approach thenest. When within twenty feet or so of the guarded - 24 -
  • 222. household the mother bird again started to lead him inthe other direction by crumpling up her wing andhobbling along as if she were crippled. He looked atthe nest, but the glance was in vain. The little birdswere nowhere to be found! They had learned rapidlyto avoid their natural enemy, thanks to their naturalinstinct. Again the author retreated, awaited until themother bird had reassembled her household, then cameout to visit them, but with similar results. When heapproached the spot where he last saw the mother birdnot the slightest signs of the little fellows were to befound. · · · · · · · · When a small boy the author captured a youngcrow and made a pet of it. The bird became quite wellsatisfied with its domestic surroundings and learned toperform many tricks requiring considerableintelligence. After the bird was big enough to fly itwas permitted to go wherever it pleased. Sometimes itwould be gone for many hours, but it always returnedhome before dark. One day some wild crows became involved in afight with an owl in a field near the house where thepet crow lived. As soon as the pet heard the "caw,caw, caw" of its wild relatives it flew up on top of thehouse, and with signs of great agitation, walked fromone end of the house to the other. Finally it took wingand flew in the direction of the "battle." The authorfollowed to see what would happen. In a few minuteshe came up with the pet. It was sitting on the lowerbranches of a tree and two wild crows were sitting on - 25 -
  • 223. a limb just above, chattering and walking back andforth, acting very much in the same fashion that angryparents behave toward their offspring when chastisingthem. As the author approached, the two wild crowsflew away, one of them circling around the tree a fewtimes, meanwhile letting out a terrible flow of mostabusive language, which, no doubt, was directed at itsfoolish relative who hadnt enough sense to fly whilethe flying was good. The pet was called, but it paid no attention. Thatevening it returned home, but would not come near thehouse. It sat on a high limb of an apple tree and talkedin crow language for about ten minutes, saying, nodoubt, that it had decided to go back to the wild lifeof its fellows, then flew away and did not return untiltwo days later, when it came back and did some moretalking in crow language, keeping at a safe distancemeanwhile. It then went away and never returned. Social heredity had robbed the author of a finepet! The only consolation he got from the loss of hiscrow was the thought that it had shown finesportsmanship by coming back and giving notice of itsintention to depart. Many farm hands had left the farmwithout going to the trouble of this formality. · · · · · · · · It is a well known fact that a fox will prey uponall manner of fowl and small animals with theexception of the skunk. No reason need be stated as towhy Mr. Skunk enjoys immunity. A fox may tackle askunk once, but never twice! For this reason a skunk - 26 -
  • 224. hide, when nailed to a chicken roost, will keep all butthe very young and inexperienced foxes at a safedistance. The odor of a skunk, once experienced, is neverto be forgotten. No other smell even remotelyresembles it. It is nowhere recorded that any motherfox ever taught her young how to detect and keepaway from the familiar smell of a skunk, but all whoare informed on "fox lore" know that foxes and skunksnever seek lodgment in the same cave. But one lesson is sufficient to teach the fox all itcares to know about skunks. Through the law of socialheredity, operating via the sense of smell, one lessonserves for an entire life-time. · · · · · · · · A bullfrog can be caught on a fish-hook byattaching a small piece of red cloth or any other smallred object to the hook and dangling it in front of thefrogs nose. That is, Mr. Frog may be caught in thismanner, provided he is hooked the first time he snapsat the bait, but if he is poorly hooked and makes a get-away, or if he feels the point of the hook when hebites at the bait but is not caught, he will never makethe same mistake again. The author spent many hoursin stealthy attempt to hook a particularly desirablespecimen which had snapped and missed, beforelearning that but one lesson in social heredity isenough to teach even a humble "croaker" that bits ofred flannel are things to be let alone. The author once owned a very fine male Airedaledog which caused no end of annoyance by his habit ofcoming home with a young chicken in his mouth. - 27 -
  • 225. IS it not strange that wefear most that whichnever happens? That wedestroy our initiative bythe fear of defeat, whenin reality, defeat is amost useful tonic andshould be accepted assuch. - 28 -
  • 226. Each time the chicken was taken away from the dogand he was soundly switched, but to no avail; hecontinued in his liking for fowl. For the purpose of saving the dog, if possible,and as an experiment with social heredity, this dogwas taken to the farm of a neighbor who had a hen andsome newly hatched chickens. The hen was placed inthe barn and the dog was turned in with her. As soonas everyone was out of sight the dog slowly edged uptoward the hen, sniffed the air in her direction a timeor two (to make sure she was the kind of meat forwhich he was looking), then made a dive toward her.Meanwhile Mrs. Hen had been doing some "surveying"on her own account, for she met Mr. Dog more thanhalfway; moreover, she met him with such a surpriseof wings and claws as he had never beforeexperienced. The first round was clearly the hens. Buta nice fat bird, reckoned the dog, was not to slipbetween his paws so easily; therefore he backed awaya short distance, then charged again. This time Mrs.Hen lit upon his back, drove her claws into his skinand made effective use of her sharp bill! Mr. Dogretreated to his comer, looking for all the world as ifhe were listening for someone to ring the bell and callthe fight off until he got his bearings. But Mrs. Hencraved no time for deliberation; she had her adversaryon the run and showed that she knew the value of theoffensive by keepin g him on the run. One could almost understand her words as sheflogged the poor Airedale from one corner to another,keeping up a series of rapid-fire sounds which for allthe world resembled the remonstrations of an angry - 29 -
  • 227. mother who had been called upon to defend heroffspring from an attack by older boys. The Airedale was a poor soldier! After runningaround the barn from corner to corner for about twominutes he spread himself on the ground as flat as hecould and did his best to protect his eyes with hispaws. Mrs. Hen seemed to be making a special attemptto peck out his eyes. The owner of the hen then stepped in andretrieved her - or, more accurately stating it, heretrieved the dog - which in no way appeared to meetwith the dogs disapproval. The next day a chicken was placed in the cellarwhere the dog slept. As soon as he saw the bird hetucked his tail between his legs and ran for a corner!He never again attempted to catch a chicken. Onelesson in social heredity, via the sense of "touch," wassufficient to teach him that while chicken-chasing mayoffer some enjoyment, it is also fraught with muchhazard. All these illustrations, with the exception of thefirst, describe the process of gathering knowledgethrough direct experience. Observe the markeddifference between knowledge gathered by directexperience and that which is gathered through thetraining of the young by the old, as in the case of theruffed grouse and her young. The most impressive lessons are those learned bythe young from the old, through highly colored oremotionalized methods of teaching. When the mothergrouse spread her wings, stood her feathers on end,shook herself like a man suffering with the palsy andchattered to her young in a highly excited manner, she - 30 -
  • 228. planted the fear of man in their hearts in a mannerwhich they were never to forget. The term "social heredity," as used in connectionwith this lesson, has particular reference to allmethods through which a child is taught any idea,dogma, creed, religion or system of ethical conduct,by its parents or those who may have authority over it,before reaching the age at which it may reason andreflect upon such teaching in its own way; estimatingthe age of such reasoning power at, let us say, sevento twelve years. · · · · · · · · There are myriads of forms of fear, but none aremore deadly than the fear of poverty and old age. Wedrive our bodies as if they were slaves because we areso afraid of poverty that we wish to hoard money for –what - old age! This common form of fear drives us sohard that we overwork our bodies and bring on thevery thing we are struggling to avoid. What a tragedy to watch a man drive himselfwhen he begins to arrive along about the forty-yearmile post of life-the age at which he is just beginningto mature mentally. At forty a man is just entering theage in which he is able to see and understand andassimilate the handwriting of Nature, as it appears inthe forests and flowing brooks and faces of men andlittle children, yet this devil fear drives him so hardthat he becomes blinded and lost in the entanglementof a maze of conflicting desires. The principle oforganized effort is lost sight of, and instead of layinghold of Natures forces which are in evidence allaround him, and permitting those forces to carry him - 31 -
  • 229. to the heights of great achievement, he defies themand they become forces of destruction. Perhaps none of these great forces of Nature aremore available for mans unfoldment than is theprinciple of Auto-suggestion, but ignorance of thisforce is leading the majority of the human race toapply it so that it acts as a hindrance and not as ahelp. Let us here enumerate the facts which show justhow this misapplication of a great force of Naturetakes place: Here is a man who meets with somedisappointment; a friend proves false, or a neighborseems indifferent.