being
the case, he did not feel that he was justified in permitting Lynch's
advertising to go out as it was. The result was that, just before the time
came when copy must be sent to the magazines, newspapers, and street-car
advertising companies, Jessup called his old advertising manager into
conference and for a week they struggled together, revising the copy,
rewriting the selling argument, and placing emphasis in clear, strong,
unforgetable figures where it would do the most good.

WHY THE "GREAT FIND" WAS A DISAPPOINTMENT

The result of all this was that Lynch, seeing the writing on the wall,
tendered his resignation--which was all too gladly accepted. In offering
his resignation, however, Lynch had stipulated that he was to receive four
thousand dollars out of the six thousand five hundred still due him on his
year's contract. President Jessup's error in selecting an employee had
cost him ten thousand dollars in salary. Besides this was the still larger
sum in expenses, in wasted effort, and in the disorganization of his
entire factory and selling force as the result of the introduction of a
man who did not belong there.

His mistake was due to two fundamental errors. In the first place, the
facts that a man is personally agreeable, that he belongs to the same
political party, that he belongs to the same lodge or fraternity, that his
ideas and opinion on matters outside of business agree with his
employer's, are merely incidental and by no means adequate reasons for
employing him. Nor is the fact that he has made a good record, even an
extraordinary record, in some other line of business a good reason for
employing him. Perhaps, on the other hand, the fact that his record is
made in a totally different business is a good reason for not employing
him. It certainly was so in this case.

In the second place, President Jessup did not take into consideration the
natural aptitudes of his man, natural aptitudes which he might very easily
have determined with a moment's casual observation. Lynch was exceedingly
fine in texture; his hair, his skin, his features, his hands, and his feet
were all fine and delicate. He, therefore, loved beauty, refinement, small
articles, fine lines, elegant designs. These things appealed to him
strongly, and because of this he was able to make them appeal to others.
Anything which was heavy, rough, coarse, crude, uncouth, or ugly repelled
him. He could not take an interest in it except