verything you do most effective _by using
continually, whatever your vocation, the art of salesmanship_.

* * * * *

[Sidenote: Why Are Some Men Failures Who Deserve to Succeed?]

Life can hold nothing but _failure_ for the ill-natured, unsociable,
disgusting tramp who is known to be ignorant, lazy, shiftless, a
spendthrift, a liar, and an all-around crook. Such a worthless man will
make a complete failure of life because he is so _dis_-qualified to
succeed.

On the other hand certain success ought to be achieved by the
good-natured, intelligent, reliable man who continually wins friends;
the truthful man who has a fine reputation for thrift, honesty,
neatness, and love for his work. He seems entirely worthy of success.
Yet for reasons that baffle himself and his friends it sometimes happens
that such a man is unsuccessful.

The defeat in life of one who appears so deserving of victory seems to
prove that success cannot be _assured_ by the development of individual
characteristics and by doing specific things. But such a wholly negative
conclusion would be wrong. When a worthy man fails, he loses out because
he lacks an essential _positive_ factor of certain success--the ability
to _sell_ his capabilities. _By mastering the selling process this
failure can turn himself into a success_.

[Sidenote: Self-advertised Disqualifications Unrecognized Capabilities]

We are sure of the failure of the man who is utterly disqualified to
succeed; not because he _has_ particular faults, but because they
_self-advertise and sell the idea_ of his disqualifications for success.
His characteristics and actions make on our minds an impression of his
general worthlessness. Defects are apt to attract attention, while
perfection often passes unnoticed.

Millions of worthy men, otherwise qualified for success, have failed
solely because their merits were not appreciated and rewarded as they
would have been if recognized. Capabilities, like goods, are
_profitless_ until they are _sold_. Therefore the man who deserves to
win out in life can make his victory _sure_ only by learning and
practicing with skill the certain success methods of the master
salesman.

* * * * *

[Sidenote: The Duty to Succeed]

Down through all the ages has come the _duty_ to succeed. It was
enjoined in the Parable of the Talents. No one has the right to do less
than his best. Then only can he c