ence, Rhode Island. He had been in this position for five years and
during that time had planned, assisted in designing, and sold to a
national market several profitable jewelry specialties. Lynch's graphic
story of how these advertising campaigns had been planned, executed, and
carried through to success fascinated the President of the western
concern. To his mind, his own enterprise, the manufacture and sale of
steam and hot-water heating plants, had long been in the doldrums. He
himself had spent many sleepless nights trying to plan some way of
extending its business; of opening up new markets; of creating a wide new
patronage; of manufacturing something which would bring in more profits
than their regular line, and finding a successful sale for it. It now
seemed to him that he had found just the man to assist him in carrying out
these vaguely formed plans, which as yet were little more than dreams. He
told Lynch something of his ideas and ideals, and, as the two men parted
for the night, he said:

"I have just a glimmering of an idea, Mr. Lynch, that we might be able to
make an arrangement whereby you would be greatly profited in increased
opportunities and bigger income, and perhaps we also would reap an
advantage in increased business. Think it over."

SELECTION BY PERSONAL PLEASURE

Long after he had retired, President Jessup pondered over the situation,
and the more he pondered, the more he became convinced that he had found
just the man he wanted. True, he had not had in mind, during any of his
midnight vigils, the taking on of any new help--his payroll was already
heavy enough. He had a good advertising manager and a good sales manager,
men who were competent to take care of the business of the concern. In
response to their efforts, patronage was growing, not rapidly and
spectacularly, yet steadily and substantially. Now, however, he saw an
opportunity to produce something which would be different enough from the
product of any of his competitors to warrant him in undertaking a national
advertising campaign. Up to the present he had had only a local business.
A few hundred miles from his factory in all directions could be found all
the heating plants which he had manufactured and sold. His dream was to
produce some special form of apparatus which would sell wherever there
were homes, stores, offices, churches, theaters, and schools to be warmed.
Mr. Lynch was just the man to study their business carefully, de