d in the
other two--and the other two are essentially one. The mutual ideal is the
ideal of co-operation. There is no antagonism between these ideals. The
old fallacy that the boss must get just as much as possible out of the
workman and pay just as little as possible, and that the workman must do
just as little as he can and wring from the boss just as much pay as he
can for what he does, and that, therefore, their interests are
diametrically opposed, has been all but exploded. It was based upon
ignorance, upon prejudice, and upon privately interested
misrepresentation. The new scientific spirit, working side by side with
the new spirit of a broader and deeper humanity, has demonstrated, and is
demonstrating, the truth, that in no other union is there such great
strength as in the union of those who are working together, creating
wealth for themselves and serving humanity. This is the mutual,
co-operative ideal in employment.

PART THREE

ANALYZING CHARACTER IN PERSUASION

CHAPTER I

THE PSYCHOLOGY OF PERSUASION

The first act of practically every human being is to cry. This cry,
unconscious though it may be, is an eager, insistent demand for attention,
an appeal to the minds and the feelings of others, an attempt to persuade
others to act. Life itself and all that makes life worth living depends
upon the effectiveness of that cry.

From the moment of birth, therefore, you are dependent upon your power to
persuade for the provision of all your necessities, the satisfaction of
all your desires, and the realization of all your ambitions. The human
race produces but few Robinson Crusoes, and even these must have their
Fridays. In infancy and early life we persuade our parents to supply our
necessities and grant us our privileges and luxuries. Most of us are wise
enough to appeal to the powerful sentiments of parental duty, parental
love, and parental pride, and, therefore, persuasion is not difficult. As
we grow older, we persuade our teachers that we understand our lessons. We
persuade our playmates to yield to us a share in their sports, and we
persuade our enemies in the boy and girl world to respect us and not to
persecute us. As we grow older, we persuade our husbands or our wives to
marry us. We persuade our children to grow up in the way they should. We
persuade our employers to give us an opportunity to work and to pay us
wages. We persuade our neighbors to yield us respect and social
privi