er people do.

Men like John D. Rockefeller, who have made failures of their lives, and
have not been able to conduct a business so as to keep it out of the
courts, have failed because they have had imagination about Things but
not imagination about people.

The man who is just at hand will not do over again what Mr. Rockefeller
has done. He will at least have made some advance in imagination over
Rockefeller.

Mr. Rockefeller became rich by cooeperating with other rich men to
exploit the public. The man of the immediate future is going to get
rich, as rich as he cares to be, by cooeperating not merely with his
competitors--which is as far as Rockefeller got--but by cooeperating with
the people.

It is a mere matter of social imagination, of seeing what succeeds most
permanently, and honourably, of putting what has been called "goodness"
and what is going to be called "Business" together. In other words,
social imagination is going to make a man gravitate toward mutual
interest or cooeperation, which is the new and inevitable level of
efficiency and success in business. Success is being transferred from
men of millionaire genius to men of social and human genius. The men who
are going to compete most successfully in modern competitive business
are competing by knowing how to cooeperate better than their competitors
do. Employers, employees, consumers, partners, become irresistible by
cooeperation; only employers, employees, consumers, and partners who
cooeperate better than they do can hope to compete with them. The Trusts
have already crowded out many small rivals because, while their
cooeperation has been one-sided, they have cooeperated with more people
than their rivals could; and the good Trusts, in the same way are going
to crowd out the bad Trusts, because the good ones will know how to
cooeperate with more people than the bad ones do. They will have the
human genius to see how they can cooeperate with the people instead of
against them.

They are going to invent ways of winning and keeping the confidence of
the people, of taking to this end a smaller and more just share of
profits. And they are going to gain their leadership through the wisdom
and power that goes with their money, and not through the money itself.
It is the spiritual power of their money that is going to count; and
wealth, instead of being a millionaire disease, is going to become a
great social energy in democracy. We are going to let men