to study his business, to seek to improve
himself--in other words, to concentrate his whole strength on the
giving of service, for his wages or salary will take care of itself.
The experienced man knows well that this holds just as truly for all
ranks in the business world and that the higher one ascends in
responsibilities, the more he must give and do; indeed the leading
positions in the business world are occupied by men who produce
tremendously, whose value to themselves and others lies in what they
accomplish, and this--not what they get--is the criterion of success
among men of experience, among those in charge of enterprises, who are
on the lookout for leaders of this type.

Here we have the remedy for the tendency backed by natural selfishness
towards undue devotion to gain: such narrowness simply does not work,
it is crowded out by competition with the superior efficiency of
broader motives. And while, here and there, the type continues to
exist, its development in new cases is discouraged by every instance
illustrating the relative success--in all senses--attained by those who
make it their chief aim to produce, to render service. Just as the
physician bestows his first thought upon his patient, these superior
business men give first consideration to their profession, for so they
regard it, and this tends to assure their success, just as it does that
of the physician, and to become the standardized ideal for lesser men.

It is indeed clearly self-evident that on many accounts the man in
business must give attention primarily to the service he is trying to
render. The clerk in the store must devote himself mainly to his
customers, to his merchandise, to his other duties, not to his salary.
And so with the department manager, and so with the general manager,
whether of a store, a railroad company, or other activity; the
immediate daily problem for all lies in the rendering of a service, the
producing of a commodity, or the doing of the thing for which the
business enterprise exists. This concentration upon output is
furthermore required by competition which whips the producer into line
and often makes it a matter of business life and death that one should
make progress in method and quality. That his shoes wear is a matter of
pride to the shoe manufacturer. "Blank tires are good tires" is not to
be regarded as merely a boastful advertisement. If it was it would not
pay the advertising cost.

Money-making as a