world's markets unless he can sell it--in other words, persuade others to
exchange for it that which he desires. The thing he wants may be only an
opinion or a conviction, may be only of momentary value, or it may be gold
and silver coin.

The air-brake is probably one of the most valuable inventions ever applied
to the railroad industry, and yet George Westinghouse, its inventor, found
it impossible even to give it away to railroad presidents until he had
learned how to sell it. The telephone, perhaps the greatest convenience,
luxury, and time and money saver of modern times, would have remained a
scientific toy unless the most astute and vigorous methods of persuasion
had been used to insure its almost universal adoption and use. We have
seen that Elias Howe built the first sewing machine so well that its
fundamentals have never been improved upon, and yet, despite his most
strenuous efforts and the efforts of his friends and associates, it
remained a mere mechanical curiosity until he had learned how to persuade
others to use it.

MUTUALITY OF ALL HUMAN INTERESTS

A.F. Sheldon has said, "Salesmanship is not conquest, but co-operation."
Salesmanship is only the commercial name for persuasion, therefore Mr.
Sheldon has uttered a great truth. Human interests do not clash, however
much they may appear to. All human interests are mutual. John D.
Rockefeller did not amass a fortune by making others poor. On the
contrary, in the building up of his hundreds of millions, he increased the
wealth of others by billions. The theory that there is not enough wealth
to go around, and that if one man has a great deal of money others must
therefore have too little, is a vicious and dangerous fallacy. The
resources of the universe are infinite. The possibilities of humanity are
unlimited. The interests of all lie, fundamentally, in the greater and
greater development of the latent possibilities in all men and the more
and more efficient exploitation and conservation of the resources of the
universe. This is philosophic. It is a generalization. It is a statement
of facts so tremendous in their scope and so deep in their significance
that it is difficult to make a connection between them and the practical
details of every-day life.

PERSUASION REVEALS MUTUALITY OF INTERESTS

The very fact that human intercourse, in every aspect of its activity,
rests upon persuasion is an indication that all interests are mutual. The
persuader teach