as manager if he were
effective in creating a true impression of his administrative ability.
Such a capable man, if he has little or no scientific knowledge of the
selling _process_ is apt also to lack comprehension of the value _to
him_ of knowing _how to sell ideas_. He does not happen to call himself
a salesman. Therefore he has never studied with personal interest the
fine art of selling. He does not realize that _ignorance of
salesmanship_, and _consequent non-use of the selling process, almost
always are responsible for the merely partial success or the downright
failure in life of the man who deserves to win, but who loses out_.

[Sidenote: Who Is To Blame for Failure]

One may feel able to "deliver the goods," were he given the chance. He
may know where his best capability is greatly needed and would be highly
appreciated if recognized. Yet the door of opportunity may not open to
his deserving hand, however hard he tries to win his way in. His failure
seems to him altogether unfair, the rankest injustice from Fortune.

If a man knows he is completely fitted to fill a higher position, he
feels considerable self-confidence when he first applies for it. But his
real ability may not be recognized by his chief. The ambitious man may
be denied the coveted chance to take the step upward to the bigger
opportunities for which he rightly believes himself qualified. If his
deserts and his utmost efforts do not win the promotion he desires, he
grows discouraged. He loses the taste of zest for his work. His earlier
optimism oozes away. After awhile his ambition slumps. Then he resigns
himself sullenly to the conviction that he is a failure _but is not to
blame_.

[Sidenote: Dynamic Quality Lacking]

Leaving out of consideration most exceptional, unpreventable bad luck,
the worthy man who fails in life _is_ to blame. He is not, as he thinks,
a victim of circumstances or ill-fate. His failure is due to his
ignorance of the first of the four principal factors of the secret of
certain success. _Potentially_ qualified to succeed, he does not have
the absolutely necessary _dynamic_ element. He lacks an essential
characteristic of the self-made successful man, a characteristic which
any one of intelligence can learn how to develop--_a high degree of
capability in gaining his own opportunities to succeed_.

He does not know _how to sell true ideas about himself_; though he may
realize the importance of making the best impress