leges. We persuade our servants to render loyalty and efficient
service. We persuade dealers to sell us reliable goods at reasonable
prices. We persuade our friends to accept our hospitality, to join our
clubs, our lodges, and to come and live in our suburbs.

POWER TO PERSUADE ESSENTIAL TO SUCCESS

If we enter some profession, we find ourselves constantly faced by the
need of persuading our clients and patients, witnesses, judges, juries,
opposing counsel and court officers, our congregations and executive
boards of our churches and schools, individual members of our parishes,
our partners and assistants, and, in fact, people above us, below us, and
all around us. The farmer must sell his produce, the manufacturer his
manufactured article, the railroad its transportation service, wholesale
and retail distributors their merchandise. Politics consists almost wholly
in persuasion. A congressman must persuade first his party leaders and
perhaps his competitor in the party; then the voters at the primaries;
then the voters at the election; then the speaker of the House; then the
members of his committee; then the President and many executives in the
administration; then, perhaps, the House itself in assembly; then, in
turn, his constituents and, perhaps, the entire nation.

Wealth cannot be gained, social position cannot be attained, honor conies
not, power is impossible, authority is not conferred, pleasure cannot be
purchased, a happy and harmonious human life cannot be realized, spiritual
peace cannot be found, and happiness is forever beyond our reach, except
through the power of persuasion. By persuasion in prayer, we attempt to
move the very mind and heart of God Himself.

TWO CANONS OF SUCCESS

So all-inclusive is this power that if you will think the matter out
clearly, you will see that the answer to the problem of every human being,
diverse as these problems are, the gratification of every human desire,
the realization of every human ambition, may be summed up in two brief
colloquial injunctions, namely: first, have the goods; second, to be able
to sell them. Neither one of these is complete without the other. No man
can permanently succeed in any truly desirable way unless he has something
tangible or intangible, spiritual, intellectual, or material which he can
offer to others as compensation for that which he wishes to receive. And
no matter how valuable any man's offering, it must lie unnoticed in the