Saturday, May 27, 2017

The Care and Feeding of Book Distributors

The Care and Feeding of Your Book DistributorsThe Care and Feeding of Book Distributors

Like the first rule of publishing, that books are containers of ideas (and not one set format) book distributors have to be studied with the idea they are really just paid lead generators with their own buying audiences.

While you feed the distributors with what they want (or their trolls demand, in the case of Amazon’s Kindle) you also harvest that crop yourself in order to keep feeding them. It’s like any other sort of farming: a percentage of the crop is put into next year’s crop as seed, or you sell the calves to pay for the upkeep of your cows and bull.

Our book distributors lay on the outer ring of trust. You offer people books which they buy, but you don’t get their emails, unless you persuade them to come to your site and opt-in. Then they show up on one of your inner circles.

Podcasts and videos are similar, but a bit more personal than books. They just don’t pay as well. Still, they are lead generators.

The mistake with book distributors is to consider that they are the Alpha and Omega of your book sales, when they are just the beginning. Even though you can get six-figures of income from them. Getting stuck on just working with one distributor is what Amazon would love. But that just becomes having another job. (And a job is also described as “Just Over Broke.”)

I spent some time recently reviewing my four years of writing and podcasting on this subject. Out of this, I was able to assemble a pretty-much complete list of every way to publish and the marketplaces that exist for them.

The criteria for these were simple:

  • You didn’t pay to get started, but the distributor took a percentage of the sales.
  • They had an active marketplace where they would sell your book for you. (Otherwise, you’re just paying for something you have to drive your own traffic to in order to get sales. Some exceptions exist, such as Ganxy, which enable you to sell more easily from your own site.)
  • That means simply: it doesn’t cost any thing and they do the selling so you can concentrate on writing and editing.

While books don’t sell themselves, all this data review reminded me of some truly stupid data that was being passed around early on – that you needed to do a 50/50, 60/40, and even 80/20 split between marketing and writing. And that marketing was done by tweeting, liking, and plussing other’s stuff at a ratio of 10 of theirs to 1 of yours.

Which means you are working for the social media networks.

The result: those people who did only that didn’t sell books enough to make a living.

All that is a reminder that you have to test everything that comes across your plate to see how workable it is.

The Distributors Who Want To Sell Your Books

Again, these all have the same points in common:

You don’t have to pay them to host your books, the sign-up is free.

They have marketplaces where people are actively looking to buy books.

Your job is to upload your book (which means anything with a message that started out as words) along with the description, cover, and any other metadata they want.

If they don’t meet this, then they want you to support them. They aren’t distributors, they are parasites. Simple.


I. The Main Contenders

Amazon Kindle:

The good – they have somewhere between 50 and 60% of the market, depending on who’s rumors you buy.

The bad –

1) Reviews. Completely arbitrary and only needed on this one platform.

2) KDP Select and KDP Unlimited. Dumb and dumber. You’re missing between 40 and 50% of the rest of the book sales you could be having.

3) Nearly 2 million other books to compete with – makes discovery a real bitch – and earned them the title of “Indie Author Graveyard” years ago.

4) Kindle trolls. Really disheartening emails that threaten your account every single time. No reason for this, except that they are bullies.

5) Their reader hasn’t been updated in years and is peculiar to them. Easy to remove their DRM.

6) Their size makes them a legal target, which fits into #4 above.


The good – simple to upload. They also sell books according to your series and author name. They use standard epubs.

The bad – mostly an Apple service, not very easily able to be downloaded to other platforms.


The good – simple uploads, uses epubs. Sells internationally in countries before other companies got there.

The bad – their sales are smaller than the above two.


The good – simple upload, uses epubs.

The bad – will they be around next year? They have very basic customer service problems and sales are minimal.


The good – nice way to author your book online. Simple. Also supports “pay what you want” that puts them well ahead of other platforms.

The bad – you have to learn the Markup language, basically. And your book has to be original. Mostly technical books, but anything could be published there.


The good – an aggregator that has been around for a long time. They have been making changes to make the site more usable. Privately owned, Mark Coker does the best analysis of the books his company sold that year.

The bad – Amazon doesn’t accept very many books from them, so they can’t tell you how your books actually sell there. You also have to make a special version just for them. Your Smashword book will duplicate other places if you don’t watch it carefully. Also, only – and strictly only – original books here.

Lulu (ebooks):

The good – For original works, they’ll distribute your books everywhere. They’ll distribute your non-original epub and pdf through their marketplace. You also get a custom storefront (“spotlight”) to link to. Custom searches can find all versions of a particular title. Free ISBN to use anywhere (except Smashwords.)

The bad – For the world’s biggest marketplace for indie authors, they sure don’t sell much. Sometimes their converter is problematic, or finds errors no one else has a problem with. You’ll want to edit the epub they create for you, which is extra work.

II. Batch Submission sites

These take FTP uploads with an Excel spreadsheet.

OverDrive –

The good – Rakuten bought them and they seem to be updating things.

The bad – still stodgy. You have to be a publisher to get an account there. So don’t try unless you have a whole series. They will take audiobooks, but have strict standards.

e-Sensical –

The good – largest publisher in the Philippines and East Asia.

The bad – website was built in the ’90’s style. You have to convert USD into two other currencies to submit your book. Sales? Unknown at this point.

Hummingbird Digital Media –

The good – new company that is adding indie authors, non-profits, and bookstores by giving them pre-populated sites. Your book will show up on all these sites as they expand. Nice way to get your own bookstore to host your books that you can customize.

The bad – just started this year and came out of beta. Less than 50 sites at this writing, and that’s being generous. Early adopter scene which will build. (They expect to have 2000 sites by the end of this year.)


Lulu – covered above. Does sell PDFs for you, just not very many.

Scribd – originals only, even though there is a lot of Public Domain stuff there.

Slideshare – not paid, promotion only.


Lulu – granddaddy of Print on Demand (POD) publishing. Set the standards and they still are. Goes where other distributors won’t. But – when they go to Amazon, your book is 50% more expensive than anywhere else. The trick is to offer your book with 50% discounts on Lulu, so that it is then cheaper than anywhere else (but you still make the same royalty.)

CreateSpace – owned and integrated with Amazon. Essentially, they work to contract printers near the Amazon warehouses to keep your books in stock. During two weeks before Christmas, regular books will go “out of stock” while your CS version will stay there. Intermittent quality issues reflect badly on the author, as there are no returns.

Espresso Book Machine Network – print your book based on the submitted PDF. Only 25% royalties, but you can set the price yourself. International in scope, but few machines available. Still, you won’t get the sales you don’t try for.


Only Lulu here. Both casewrap and dustjacket versions. Ship via Ingram. Nice premium gifts for your clients. Again, 50% discount works wonders if they don’t mind the delay while it’s printed for them.


ACX/Audible – they had exclusive contracts with Amazon (who owns them) and iTunes – but apparently this has changed. While they have picky standards, they are actually sub-par in this podcast age. They set the price, and you get only 40% if you are exclusive with them, and 25% if not. Can’t sell on your own site if you’re exclusive with them. Ready to be disrupted.

Author’s Republic – new kid on this block, just came out in 2016. Goes to Audible, Amazon, iTunes, and about a dozen other places. You get 70% of what the royalties they receive. An aggregator start-up, the only one for audio books. An “exclusive” contract with them can be modified if you already have books on Audible. They also allow you to sell your books on your own site or through any shopping cart. Per their website, this also includes CDBaby as a shopping cart.

CDBaby – sells through all the music stores. Your CD shows up as a “spoken word” album, so you can get it onto Amazon while your audiobook sells in a different category. Nice sales strategy.

BitTorrent Bundles – mentioned here as they have “pay what you want” features for downloads, and a completely different audience. Some music groups have made out well with that pricing strategy. You might want to try this before you go exclusive with Author’s Republic – or query them to see if BitTorrent qualifies as a posting/payment processor or shopping cart.

iAmplify – old timer to the audiobook scene. Simple to use.

HummingbirdDM – newcomer. Can’t upload here if you’re going with Author’s Republic.

Digital Bundles

BitTorrent Bundles – audiobooks as above and anything else that’s digital.

Small Business Trends Marketplace – a bit out of the way, but you can also simply link to other sites and use them as the go-between. – another old timer. Promoted for ebooks, but will take other digital files as well.


These take bundles above, but have marketplaces for affiliate salespeople to find your digital packages. The ones below are free to join and simple to use.







Udemy – only for courses $50 and less. Fairly aggressive marketing. Put your intro courses there and make sure you have Lead Magnets in every download, as they won’t let you contact your customers.

OpenSesame – simple to set up and they have their own marketplace.

eLearning Marketplace – only a marketplace. List your courses here for free.

(Note: Teachable, Thinkific, and others are either just course hosting, or require costs per course you have to pay. Gumroad is in this last category.)

And you can host and sell from our own site for just your own sweat equity.


Notable places to get the word out about your books






Fulfillment and Drop-shipping


CafePress (also has it’s own marketplace.)

Lulu will dropship your book to most any address. – complete fulfillment (for a price.)

That’s the list. Around 35 different distributors for your book-as-a-container project. I’ve left off videos, as there aren’t really any good distributors for these that I’ve found so far. You can use YouTube and a host of others to promote them for you, but sales are iffy at best.

And yes, it’s possible to use social media to get sales, but they aren’t a marketplace or distributors.

The point is that you can sign up for free and they make their money from of a percentage off the top. If you have to pay to get in, they’re making their money directly from you, whether you ever sell a copy or not. You’re buying services, keep your eyes open.

Is There A Simple Workflow For Publishing?



My own is to publish to Lulu first, and then do Amazon and iTunes on my own. (Lulu has tiny descriptions that are text only.) Only original works go to Nook and Kobo via Lulu. (Kobo insists on 20% royalties for PD books. Fat chance. I do publish PLR to Kobo, and PLR will sell on Nook, if anything does. Work in batches of several titles at once.

Next is publishing paperbacks through CS and Lulu, with hardbacks through Lulu. (While you’re on Lulu, don’t forget to put your PDF on sale there as well, then upload to EspressoBM Network.)

After that would be where you upload the data to Shelfari, Goodreads, LibraryThing, and OpenLibrary for promotion. You’ll have about four or more ISBN’s per title.

Then post to your own site, and also BitTorrent Bundles.

Once you have your series worked, then do bulk uploads to HummingbirdDM, e-Sensical, and OverDrive.

I haven’t ramped up audio yet, but it would go to Author’s Republic and CDBaby. Also sell direct via Gumroad, or Ganxy. And I’ll checkout where BitTorrent fits – that would actually be a good first place to set up for audio, as you could offer your book there as well. (Practically, if you are selling your book, and video’s, as well as your audiobook, this is not competition with Author’s Republic. (Offering only your audiobooks there may.) Have Kunaki dropship your CDs and DVD’s directly for any sales you generate on your own site. They’ll also sell them for you.

Crank out courses for the books individually. Sell intro versions on Udemy, and host the others on OpenSesame. Promote thorugh eLearning Marketplace and Small Business Trends Marketplace.

Create bundles of your course content, which can be whole courses, and sell through and all the Affiliate marketplaces.

That would set you up well. Ideally, you’d be making enough to have some assistant start getting through all this backend stuff. Because books can slip through the cracks with all these distributors.

We haven’t talked about podcasting here, which is just as well. I’ve covered these separately, as well as the idea of publishing original or excerpted short reads. You can also collect bundles of these to publish as a single paperback on CreateSpace and Lulu, once the in-print page count gets above 32.

Hope this helps you with your own distribution. It’s been a long ride scouting these out. Now it’s time for me to get back and get my herd up that trail.

Luck to us all.

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from Living Sensical

The Power Which Makes All Desires Obtainable

CTF The Power Which Makes All Desires Obtainable

(An excerpt from If You Can Count to Four available on Amazon)

The Power Which Makes All Desires Obtainable

There is only one power in the entire universe, but there are many applications and expressions of this one power. One of the most important expressions of this one power is what we ordinarily refer to as will power. Through the proper understanding of will power one can obtain the fulfillment of any desire whatsoever.

Let me hasten to say in the beginning of this chapter, however, that will power is not creative and will power is not the most important power known to man, but will power directs the power which is creative.

May I refer to the fact again and again that everyone is especially designed to serve in a particular channel of service, and they are especially designed to serve effectively in that particular channel. Even though this is true, 98 people out of every 100 are not aware of what their particular channel is. 98 people out of every 100 do not know exactly what they want to be or what they want to have.

But, those who have made the decision, and have become aware of what they want to be and what they want to have, will be very happy indeed to learn how to use the will power, and its relationship to the creative power, through the proper use of the conscious and subconscious mind.

Now let us define and try to illustrate will power. For example, let’s consider building the top of a beautiful table. Several boards are necessary. These boards are finished, and arranged so that they fit beautifully together. Then our master craftsman puts the glue on these boards and sticks them together. But the glue, until it dries, does not have the power to hold the boards together. What does the craftsman do to the board, from the time he puts the fresh glue on, until the glue dries, and they stick together by themselves?

Using wood clamps, he clamps the boards together solidly told the board in place until the glue dries and the power of the glue takes over. You will notice that the clamps have a mechanical clamping effect of holding these boards steadily in place. But, only for a short period of time do the clamps serve this indispensable purpose. As soon as the power in the glue takes over, the clamps can be removed because they have served their purpose.

The will power is like the clamps which hold the boards together, and the law of cosmic habit force or the great power of habit in the subconscious is like the glue. When we decide what we want to be, we used our will power or our mental clamps, and we force ourselves to think in terms of what we want to be for a long period of time until we can build a new habit pattern in the subconscious, so the habit pattern will take over and automatically Cause us to think in the pattern which we have chosen.

This is all very simple indeed. The majority of the people in the world are not aware of this simplicity or just exactly how they can intelligently direct the use of this tremendous power so they can learn to be what they want to be and have what they want to have.

Let us take a few very familiar examples of how this works. A young man gets out of high school and he decides he wants to be a doctor. He knows that in order to be a doctor he must go to school for, say 7 to 10 years. At the present time, having just graduated from high school, he is not a doctor. He is just a high school graduate. As a high school graduate, he has just completed certain basic requirements in order to receive his diploma from high school, and from the standpoint of thought processes, his mental processes are not so arranged so that anyone can safely say he is a doctor in any field.

But, through his will power the can direct his attention, day after day, month after month, year after year for a long period of years, to the study of all of the facts and things that pertain to his chosen field, until he build hundreds of habit patterns in the subconscious relative to being a doctor. Having controlled his attention through will power a sufficient length of time, on each item, until it becomes established and the glue takes over, throughout the remainder of his life, he automatically responds from those habit patterns of being a doctor instead of a high school graduate.

So, through the use of his will power, controlling his attention until these habit patterns are established, he becomes what he decided to be. Now, every mental process, which he experienced during his years of training to become a doctor, were experiences based upon these basic rules.

You can readily see that all he had to do was to make a firm and deep convicted decision that he wanted to become a doctor, and then follow through in his training, by using his mind and controlling his attention units, exposing himself to all of this wonderful information and experience.

In so doing, he changed his being or his habit patterns, so he could no longer say that he was just a high school graduate, but that he was a PhD in his chosen field, able to serve in a special capacity.

The same process, which makes it possible for a young person to become a doctor in his chosen field, is the same process that a housewife uses in making a cake. She decides that she is going to make a certain type of cake and she uses her will power and she directs her attention to the making of that cake.

Now, if she only makes one take, by having to control her attention to consciously, by the use of will power, the cake would probably be very good, but not the best cake possible. But, if she will control her attention by the use of the will power, and make a cake every few days, within a period of weeks, she will build a pattern of efficiency and she no longer will have to use the will power.

She will be able to take the clamps off and let the habit pattern takeover and then she will be able to make a wonderful cake on every occasion. I am sure all of us now begin to realize that this simple law and simple process makes it possible for us to change all of our old habits into desirable habits so we can be anything we want to be and have anything we want to have.

Frequently, people tell me they just can’t change their old habit patterns, and they can’t entertain these new ideas and make them part of themselves. They know it is possible for others to be successful and other people to have the finer things in life, but they just don’t understand how they can do these things themselves.

Let me emphasize this simple fact. Everyone has a will power. Everyone has a conscious mind. Through the conscious and subconscious mind, we are able to design, according to our own specifications, the kind of life we want to live and the type of things we want to have.

By designing these desires with our conscious mind and implanting them into our subconscious mind, which has access to unlimited resources of wisdom and knowledge, we will have all of the necessary ingredients to make our dreams come true. But, we must discipline ourselves and not continue to let the old habit patterns dominate us.

We all know that the most comfortable thing to do is to just sit back and relax and let the old habit patterns dominate our lives. We don’t want to use any extra energy to think the thoughts or to entertain new ideas, new plans or any new activities. All we want to do is to let our thoughts run on the old tracks which have been established for years.

However, it is our privilege to decide exactly what we want to be an exactly what we want to have, and through the use of our will power and self-discipline, we can direct our attention toward these new things, and can neutralize all the old patterns and make new patterns so we automatically become want to be and want to have.

The average person could literally turn the world upside down and they would become keenly aware of this simple use of will power and self-discipline. Every great man, and every great woman, in history, discovered the use of the will power and self-discipline in order to become great in their particular channels of service.

They had to learn to say, “No, thank you” to everything with which they were confronted, from day to day, in the form of suggestions, which did not contribute toward reaching their definite major purpose.

I remember very distinctly how deeply impressed I was when I studied the life of Henry Ford. Henry Ford had many wonderful qualities, but one of the outstanding qualities was the fact that he learned to discipline is taught attention. He made up his mind that he was in the business of manufacturing and merchandising inexpensive units of transportation.

Hundreds of people approached him, trying to get him interested in other things because they knew he had plenty of money. But, Mr. Ford tells in his book under the title “my life and work” that he learned to distinguish between that which was relevant and material, and that which was irrelevant and immaterial and learned to listen only to that which contributed to his objective. He learned to say, “No, thank you.”

The majority of the people in the world are limiting themselves. They are suffering lacking limitation because they are victimized, every day, by suggestions and influences to which they should learn to say, “No, thank you, I don’t have time. I’m sorry but I’m not interested in that because it does not contribute to my main channel of service to humanity.”

This matter of using the will power and self-discipline not only applies to controlling our attention to help us to design that which we want to be and that which we want to have, but it also helps us to establish habit patterns, so we can refuse to let any outside force interfere with our giving our time and efforts and energies toward the reaching of our dreams and objectives.

We all know that happiness is a state of mind. We all know that a state of mind is developed because of the thoughts which we permit ourselves to think.

It takes quite a little will power and self-discipline to read the various publications and not be bothered by all of the tragedies and negative situations which are described and reported. I subscribe to a few select magazines and newspapers which I can, in a minimum of time, scan through the important developments in the news of the world from a positive point of interpretation.

Consequently, through the use of will power and self-discipline, I do not expose my subconscious from day to day to dozens of negative situations which are none of my business. Hence my time and energy are not wasted on something which does not contribute to the wonderful channel of service in which I happen to be engaged.

I would highly recommend that you take inventory of how much time you spend each day reading a newspaper. Find that portion of the newspaper, which seems to engage most of your attention and classify whether it is positive or negative.

Also, your television programs, the magazines which you read, and the people with whom you associate, could be classified into categories of positive or negative. Every category of contact with life should be classified and listed in two columns, one positive and one negative.

Through the use of will power, you can develop a new habit of giving attention only to that which is positive and not allowing negative situations to occupy your attention. This will be a little difficult, and it will take a little time to build these new thought patterns, but through the wonderful mechanism of habit and the instrument of the will power, you can begin now to direct your attention along any particular channel of thought which you desire.

You will have to clamp that attention unit hard at first, because it wants to run on the old undesirable pattern, but, after you have clamped it there, with the will power, for a period of time, a new track has been built and you can take the mental clamp off. Your thoughts will run automatically on the desired track and you will begin to experience a state of happiness and joy and livingness which you would have never been able to experience before because you are now free of all negativity. All of your thoughts, in the future, will automatically go along the lines of the good, the true and the beautiful.

At any given split second of our lives, there is enough of the sad and discouraging and the disappointing to them to demand all of our attention. Also, at the same split second, there is enough of the good and the true and the beautiful to occupy all of our attention.

Inasmuch as our great Creator created us with the privilege of choosing, at any given split second, that to which we should give our attention, we have the choice and the privilege and responsibility of directing our attention only toward that which is good and true and beautiful. Of course, once we learn to see the truth about any situation, we will be able to see the good, the true and the beautiful in every situation.

We have been told all of the great sacred writers of the ages, to judge not by appearances. In other words, we are not to judge a situation just from what we see with the natural eye, but we are taught to judge according to the truth about it, the inner truth, its premise and design and why it happened.

I am very proud to be able to say that there is no situation in my life, or in any other person’s life, that if we knew the whole inner truth, we would be able to rejoice and be exceedingly glad. We would see that the inner design is based upon a purpose and a noble objective as a part of an integrating idea. It may be expressing itself, in many cases, in a disintegrating fashion, but if we could see the whole, we would see the integrating part as the center of attraction.

What appears to be tragedy or discouragement is merely a rearrangement of the component parts of the integrating center. If we are capable of interpreting this rearrangement, the net result is always good, true and beautiful.

One of the passages from the sacred writings says, “Blessed are the pure in heart for they shall see God.” God is good and the heart is what we see with our inner mind. So, blessed are the pure in the inner mind because they see what they are instead of what is. The only thing we can see with a pure inner mind is that which is pure and that which is good and true and beautiful.

So let us open up our minds in the spirit of the humility of a little child and let us grasp as much as possible of these great inner truths of the universe. Let’s realize that we have a conscious mind which can reason either “A” type or “B” type and that we have a subconscious mind which is our connecting link with infinite intelligence.

Through the proper use of directing our attention in the conscious mind, we can establish any new habit pattern we desire. Through the proper use of will power and self-discipline, we can neutralize or eliminate or annihilate any old undesirable pattern and can replace it with any desirable experience choose.

We can, through the proper use of our mental powers, set the great universal law in motion, and we can become anything we want to be and we can have anything we want to have. We learned previously that we think only one thought at a time, we are thinking constantly, we can control that one thought, we are what we are right now because of the sum total of our thoughts throughout the past, and we can become anything we want to become by being keenly aware of this one thought.

Through the will power, we direct it so it expresses itself in regard to our dreams until it becomes a habit pattern, so we automatically think in terms of our dreams fulfilled.

So, let’s definitize what we want to be.

  • Do you want to be genuinely happy? Do you want to understand the inner laws of harmony, peace, joy and expression? You can be that kind of a person.
  • Do you want to be a person of wisdom to know how to apply the facts?  You can be that kind of a person by appropriating these suggestions.
  • Do you want to be a person of poise, have a beautiful soul filled with love, kindness, compassion, humility and understanding? You can be that kind of a person.
  • Do you want to have a consciousness of abundance so that you have facilities for expressing life? You can have all those wonderful things.

You not only can have a wonderful home, and a wonderful automobile and all the things that go with that type of home life, but you can have all of the things that your heart desires, if you will learn these basic rules of the mental processes.

When I say, you can be anything you want to be and you can have anything you want to have, it is because we live in an inexhaustible universe, where there is an inexhaustible supply of every desirable state of beingness and every desirable thing you can imagine.

Let me challenge you to make large plans, for they have magic to stir men’s blood.

Please download this transcript with our compliments:

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from Living Sensical

Friday, May 26, 2017

The Secret of Genuine Success – If You Can Count to Four – 02

CTF The Secret of Genuine Success

(An excerpt from If You Can Count to Four available on Amazon)

The Secret of Genuine Success

I wonder whether you have made some of the same observations I have made? From childhood, I always wondered why so many people in the community were not as prosperous as, apparently, they deserved. At the same time, a few people seemed to have everything. They seemed to have learned the secret of enjoying life. They also enjoyed a large measure of health, and I also noticed particularly, at that time, and at my level of appreciation, that they were enjoying a large measure of prosperity.

I asked myself the question why so many were not getting the best out of life and why so few had found the apparent secret. I decided to try to find the answer quite early in my life, and in a small way, I began my research. After graduating from high school, I began a planned and organized research. Over a period of 25 years, and I did special research on what I choose to call the practical aspects of psychology. It was my privilege to discover the answer to this problem and I would like to share it with you.

Before I give you the answer, however, I would like to make this observation. From the beginning I knew about this secret of success. I found also that the majority of the people actually have known about this secret all of their lives, but I found that even though I knew about it, and even though I found that everyone knew about it, very few of them knew it in such a way that they could take it into their lives and use it in a practical way. In other words, people knew about it, but, were not able to express it.

They were not enjoying a measure of happiness, health and prosperity, and as they deserved, and would be enjoying, if they knew how to use this secret. And thus I want to define this secret so you will not just know about it, but you will know it so well that you can use this principle and make it a habit in your everyday experience of living.

I would like first to illustrate the difference between knowing about something, and actually knowing it and living it. So you automatically use it in every expression of your daily living. A certain man is a lifeguard at a large swimming pool, approximately 100 feet long. He has developed such proficiency as a swimmer that he can swim the length of the pool over 50 times without stopping. That would be a mile. He has also the ability to rescue those who are in trouble. He has the strength, power and technique as a swimmer, and can truly stand up and say, “I am a swimmer.”

However, another man is a very proficient lecturer on swimming. He has large classes where he lectures on the techniques of swimming. He knows all of the strokes. In the classroom, he has grace and charm in his ability to describe all of the intimate techniques of swimming.

One day, one of the students asked this professor where he learned to swim.

He replied that he had learned to swim in the library.

Now I ask you, which one of these gentlemen would you like to be with when your boat turned over in deep water? You would choose the one who is the lifeguard at the swimming pool, who can swim 50 laps without any trouble at all and who can rescue you. I am sure you would choose him because he is a swimmer. Every cell in his body has been saturated with an awareness of all of the techniques of swimming, and he has proved, by experience, that he can swim. He has strength and power and knowledge of swimming. He can do the things he teaches as a matter of habit. But the professor only knows about it, can tell you all about it, but he cannot do it.

Now, in this thing called success, it has been my privilege to observe that most people are just like the professor who learned about swimming in the library. Yes, the majority of people, relative to success, are in the same position as the professor. They know all about success, but they are not successful.

They are frustrated and emotionally disturbed. They are filled with fears and worries and concerns and anxieties, and life does not mean a great deal to them because it expresses itself in terms of disharmony and frustration. But if they knew not only how to be successful and if they practice the rules of success, which are available to all people today, they would soon learn to be happy in a tangible fashion just as the swimmer learned to swim. But many of us are still trying to be successful, like the swimmer who wants to be a swimmer, but never gets in the water.

So, in my own case, this quest started many, many years ago. I wanted to know why so many people knew about success, but so few people were successful. I would like to pass the answer I discovered on to you. The answer is that any individual, on the face of this earth, can be genuinely happy, genuinely healthy and a genuinely prosperous if he will do just one thing.

Switch his focal point of attention from “How much can I get out of life?” and developed a habitual concern about, “How much can I give?”

In other words, any individual on the face of the earth can be happy, healthy and prosperous if he will seek an opportunity to serve where there is an unlimited opportunity to serve humanity.

He must find that particular channel, which he seems to have been designed to serve through, and then get into that channel of service, where there is a genuine need, where there is a genuine opportunity to serve. Then, he must become proficient and learn to render, first of all, a quality of service, which means integrity and know-how.

After he has learned to render a quality of service, he must learn to render a quantity of service. Of course, he will be compensated according to the quality and quantity of service rendered. He will be compensated in two ways.

The first compensation that I would like to share with you is a compensation that has meant more to me than any other I have ever experienced. That is the feeling of satisfaction I experience from having gone out with one idea in mind, in my daily activities, and finding an opportunity to render a real, genuine service without any thought of financial remuneration as the number one motive. That feeling of satisfaction I choose to call “livingness.”

This “livingness” – this feeling of real satisfaction, once experienced, through switching your focal point of attention from being interested in making money to rendering a genuine service to humanity, will be a revelation to you. Your “livingness” with this genuinely felt adjustment and focal point will not be worthy to be compared with the so-called thrill of making money, but, a switch of focal point from making money as a prime motive to one of genuine service reaps a more satisfying return to you.

The first compensation, to one who has dedicated himself to this secret of success of rendering a great service to humanity, is “livingness.”

Of course, the great universal law of compensation proves to us that we are compensated, in the coin of the realm, according to the quality and the quantity of service rendered, and I would like to say that this law of success is not a theory.

I will never teach anything which is based upon a theory. Everything that I want to share with you is based upon scientific research and experience.

Now, this idea of switching our focal point of attention from seeking money, power and fame seeking first to render a quality and a quantity of service to humanity is based upon a system of laws and rules as tangible as mathematics, as tangible as electricity, as tangible as chemistry itself.

We all know that mathematics, electricity, and the chemistry are sciences which are tangible and exact. An electrician can come into your home and wire your building and he can tell you that a certain light will burn, and that your television set will work, and that every electrical appliance will work according to an exact science.

Men and women study for months and years learning this exact science known as electricity. We all know that mathematics is also an exact science. We all know that chemistry is an exact science. I have found that most people are like I have been most of my life.

They do not realize that success and thinking are also based upon an exact science, a set of rules, a set of laws which any individual who is sincerely seeking the answer to the problems of frustration and ill health and poverty can study. They can study these rules, as electricians study electricity, and as a mathematician studies mathematics. They can learn these rules and practice them until they become automatic through the law habit. Doing this will guarantee them a large measure of happiness, health and prosperity, according to their individuality.

I would like to challenge each and every one of you to realize that it is possible for you to be anything that you want to be and to have anything that you want to have. I know that for many of you that will seem like a truly bold statement. It may seem a bit revolutionary to some of you.

But I would like you to know that I come from the Hill section of the great state of Tennessee. I was born into a family of 14 children and had a background of relative poverty. I look back and I am grateful for that humble beginning. I feel very thankful because it provided the drive for me to discover the secret of success.

I can truthfully say that I know from experience, as well as many years of scientific research in this realm known as the thought processes, that you can be anything that you want to be and that you can have anything that you want to have. This is based upon a scientific set of rules which you can learn just as easily as you’re A, B, C’s and your multiplication tables.

I would like to urge each and every one of you to accept this challenge and to begin to think definitely in terms of what you want to be. I could tell you story after story of students of mine who have made lists of things that they want to be.

In fact, just recently, I was having my shoes shined at the shoe shine parlor, outside the television studio, and there was a very fine young man who shined my shoes. In discussing this idea of success with him briefly, I told him that he could be anything that he wants to be or that he could have anything that he wants to have. He was rather amazed.

He said, “You mean to tell me that I can have anything that I want to have and that I can be anything I want to be?” I said, “Absolutely, and what do you want to be?” He said, “I want to be a great comedian. A combination of master of ceremonies and a great comedian.” I said, “You really mean that, young fellow?” He said, “I certainly do. I want to be that more than anything else in the world.” I said, “You can be it.” He asked, “How in the world can I be it? I’m nobody.”

I explained to him briefly, how to go about it, that the first thing he should do is to realize that there is a system of rules and scientific principles upon which success is based. Then I briefly explained to him that he has the capacity to imagine himself a great success in his chosen field, and that it is his privilege to design his own success. As he exercises his tremendous faculty that is within him, and each of us, with the capacity to imagine what we want to be developed, and we are able to design our own success through this wonderful faculty of imagination.

I went ahead and, in much detail, to describe to him the “one, two, three, four formula.” He was rather amazed and I was very pleased, indeed, when I felt that he had accepted it and he intended to begin immediately to do something about it. He believed, after a few suggestions, that he could be this great comedian and master of ceremonies.

I predict that, in the years to come, you will hear of this young man in the various entertainment circles of the world because he is now visualizing himself as being what he wants to be and having what he wants to have. Having visualized it, he will be driven to do something about becoming more proficient in his work. That will assure his success.

As I have said, the answer to this problem of health and happiness and prosperity is not a theory, but it is tangible. It is based upon sound laws and the challenge to everyone is to accept this and to make a study of it. It is my desire and privilege to share these wonderful true facts based upon this exact science with you, which will help you to become what you want to become and to have everything that you want to have.

The secret of genuine success is very simple. All you have to do is to find a great channel of service to humanity.

Choose that particular channel, of course, for which you seem to be especially designed because there are many, many channels of service to humanity. There are many, many genuine needs. People need thousands of things.

I would like to point out a rather tangible observation that I have made. If you stop and think, you too, would have made the same observation. Every man and woman, in history, who has ever had his or her name recorded in the history books, is there because he or she either consciously or unconsciously discovered this one principle of success. He or she found a channel of service to humanity, which was genuine and that channel of service which he or she seemed to have been especially adapted. After they chose that channel, they learn to render a quality and quantity of service to humanity.

I mention men like Thomas A. Edison and Henry Ford, and some contemporary people right now on the American scene – Henry Kaiser, R. G. La Tourneau and quite a number of outstanding men and women in every realm of life, in industry, in statesmanship and in religion. All of these great men and women have become historically important, And currently important, because they have learned the secret of rendering a quality and a quantity of service to humanity.

I would like to say that it is your privilege, not only to be what you want to be, but it is your privilege to have anything that you want to have. I would like to stress that it is most important, in the early stages of your research into this field, to make a list of all the things that you want to be, first, then make a list of all the things that you want to have. I would like to suggest that you start on the road to genuine success by doing this immediately. Take a note book and on one half of a page, list all of the things that you would like to be.

Would you like to be a person of greater poise? Would you like to be a person known in the community as a person who always expresses kindness in every situation?

Would you like to be known as a person of charm and a person who was always aware of the good, the true and the beautiful? These are qualities which can be studied and practiced until the law of habit takes over and you automatically are kind and cultured and aware of the good and the true and the beautiful in every situation.

We certainly know lots of people nowadays, who seem to be seeing that which is other than good and true and beautiful because they are discouraged and sad and frustrated and are expressing themselves inadequately compared to the complete life, which is theirs and they could discover this great secret.

Make a list of all the things that you want to be. This great principle of which I speak is unlimited in its scope. You can be anything that you want to be. If you want to be a great singer, began to imagine that you are already a great singer. Put that on your list.

Now, over on the other side of the page, may I suggest that you begin to list all of the things that you want to have. Would you like to have a better home? Would you like to have a larger and more spacious and livable home?

There is enough material in this universe to build a mansion for every living soul upon the face of the earth. We have an absolutely inexhaustible supply.

There is a system of rules for utilizing the supply, which I will share with you. I would like to suggest, most strongly, that when each of you realize that when you see limitations in your own individual lives and limitations in the lives of others, it is not because there is no adequate supply to fill your needs. It is because you are unable to understand the method of appropriating this infinite supply.

List all of the things that you want to have, a beautiful home, a beautiful automobile, clothes and all of the things that you want to be, then read it over constantly. Change it as your desires change, and you will see marvelous changes happen almost immediately in your life.

I challenge you to learn the secret of success, to find a great channel of service to humanity, and then render it in a quality and quantity, and you can be anything you want to be, you can have anything you want to have.

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Thursday, May 25, 2017

Chapter 7 – Warnings and Qualifications – Wake Up and Live – 02

WUAL Chapter 7 - Warnings and Qualifications

(An excerpt from The Strangest Secret Library available on Amazon)

Chapter 7 Warnings and Qualifications

BEFORE going further, it may be well to issue a few statements as to what this system does not include.

The advice is not to hypnotize yourself into success. This is important to understand, for many people, and with some reason, dread and fear anything that is based on hypnotism, even in the form of self-suggestion. The work of the Nancy school, with which Coué made us all familiar, is full of excellent hints for self-management, and Charles Baudouin’s book, Suggestion and Auto-suggestion, can be read to great advantage by many who do not follow him with full agreement; and there are several small handbooks on Coué’s system which are worth studying. But it is not for nothing that the fad which was once so widespread has faded away. In spite of all warnings, too many of those who attempted self cure ended by reinforcing the troubles they set out to banish.

No, although a sentence from a chapter on hypnotism was helpful in discovering our formula, the connection of this procedure with hypnotism ends there. You are advised to use, first, a minimum of will – just enough to decide to try a new process. Then, as in the Nancy school, the imagination takes over until your mind is clear, cool, and “pleasant” in tone; not confused, diverted, troubled or foggy.

The difference lies just here: in intensive auto-suggestion there is a serious danger that the mind will get as out of touch with reality in the other direction as it was in its day-dreaming or depression; that it will become, as the French say, exaltée, a word for which we have no exact and satisfactory equivalent. But “extravagantly elated” is about what exaltée implies, a state of mental intoxication as dangerous as it is temporarily delightful. You cannot live on those peaks; and if you could, you would, again, find yourself unable to act effectively in the world of reality. Without such action you are as far from success, as deep in self delusion, as ever.

Confident, steady, freely flowing action is what we need. Then safe delight begins.

The mind, cleared of its doubts, begins to expand and enjoy its own activity; the rewards of satisfactory action begin to show themselves. An elation which has nothing to do with delusion or hypnotism naturally follows, and has no later reaction to nullify it.

Second, the advice is not to make “affirmations” such as “I cannot fail,” “I am successful in all I do,” and so on. This procedure, which is helpful with many, has too much in common with auto-hypnotism for those who do not thoroughly understand the principle on which they are working as they follow it. There is much to admire in the philosophy behind those religions which use “affirmations”; that there is an ultimate Unity behind the duality or diversity of the world seems an inescapable conclusion. Nevertheless, we are “conditioned” (as both Behaviorists and philosophers say) by the flesh, by personality, by the concrete world; so we must at least act as if the constitution of the world were dual, almost evenly distributed between good and evil. Most of us are brought up short by prosaic commonsense when we try to use the “affirmative” method, and for one who can successfully make use of it there are a hundred who feel ludicrous when doing so. There are others who succeed for a while and then find themselves worse off than before. There is no disapproval whatever for the method when used by those for whom it is, we might say, temperamentally suitable. But for skeptics of even a mild order, it is likely to be more irritating than helpful.

Thirdly, the advice is not to dash out and impress others by posing, pretending or downright lying about one’s successfulness. The only one to impress, at least at first, is yourself, and that only to the extent of making for yourself a congenial working-atmosphere.

The recommendation, once more, is simply this: Act as if it were impossible to fail.

Then, above all, you are not advised to engage in still one more fantasy about success, a somewhat more detailed and circumstantial fantasy than you have pushed yourself to before, but still bearing signs of its kinship to your former day dreaming. In this case the use of the imagination is quite different, and worth a little detailed scrutiny later.

Long before Freud made his contribution to modern thought, Pico della Mirandola, in a treatise called De Imaginatione – Concerning the Imagination – was discriminating between two kinds of reverie: the one retrograde, backward-turning, keeping the man from his man’s work, prolonging irresponsibility and mental childhood; the other, the true imagination, was found in the successful man.

An aphorism of Joubert, which denies the fine name of Imagination to the former type of reverie, is perhaps the neatest definition that can be found, worth pages of ordinary “distinguishing”: “Fancy,” he says, “an animal faculty, is very different from imagination, which is intellectual. The former is passive, but the latter is active and creative.”

It is the latter creative imagination which is to be called on, and if that fact is kept fully in mind there will be no danger of slipping once more into the bad old habit of dreaming the world into a different shape while life slips away. Remember again that “Success depends on a plus condition of mind and body, on power of work, on courage.” It is that idea which must be held firmly in mind: that the test of whether or not one is dreaming or imagining correctly is whether or not action follows the mental work. Any mental activity which turns backward for longer than it takes to correct a mistake and to replace an unsatisfactory habit with a good one, is minus, and cannot be continued if you hope to lead a fuller life.

You set for yourself in advance the hours in which you will work. Within those hours, and as part of that work, you first clear and free your mind. When this has brought you to a pleasant, confident, quiet state you are ready to get at the work proper. The first part of the time is spent clearing the decks for action. You clear the decks; you act.

Now, this is an age of alibis. We all know a little too much about the Glands Regulating Personality, and the Havoc raised by Resistances, and so on. Never since the world began were there such good opportunities to be lazy with distinction. It is perfectly true that many cases of subnormal energy can be helped by the proper glandular dosage, but how many of those who have spoken to you of being probably hypothyroid ever went through the simple process of having a basal metabolism test to see if that were really the trouble? Of course they can claim that the situation is so grave that they cannot even get up energy to start being cured; there’s no answer to that one.

But if you are really seriously handicapped by lethargy, you can take your first success-ward step by consulting a good diagnostician, if necessary. If necessary, mind; for there is a fact which makes a good deal of the talk about glandular insufficiency look like the alibi it too often is, and which will be confirmed for you by specialists in glandular therapy if you ask them: that if those who complain of lethargy increase their habitual activity little by little the glands respond by increased secretion. In short, very often this condition can be cured by starting at the other end! You may rest assured that you will have no consequent breakdown in following this advice unless you deliberately (and with intent to cripple yourself) leap from a practically comatose state to one of manic activity.

As for Resistances! They are almost an item of dogma in the current secular religion.

Persons who would never dream of going to the time, expense, or trouble of a full analysis will tell you complacently that they have “a resistance” to this or that, and feel that they have done all and more than can be asked of them by admitting their handicap. Remarkable cures of resistances, however, have been observed in those who took solemnly the advice to replace that word with our ancestors’ outmoded synonym for the same thing: “bone-laziness.” It is not quite so much fun, nor so flattering, to be foolishly lazy as it is to be the victim of a technical term, but many are crippled for knowing an impressive word who would have had no such trouble if they had lived in a simpler and less self-indulgent society. Those who are genuinely, deeply, and unhappily in the grip of a neurosis should turn at once to one of the well known therapies. Unless one is willing to do so, it should be made a matter of social disapproval to refer technically to such difficulties.

If the alibis of the age were in any way generally helpful, if they were not excuses for remaining inactive, and if inactivity were really a happier state than effectiveness, there would be little harm in indulging in the contemporary patter, even without the specialized medical or psychological knowledge necessary for using the terminology correctly. But before you decide that you are the victim of uncooperative glands, or a villainous Resistance, try a few of the suggestions for self-discipline in a later chapter.

You may find them so much fun, your expanding powers so much more rewarding than – well, your bone-laziness – that you will not need the services of an expert, after all.

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Wednesday, May 24, 2017

Imagination – Workshop of the Mind – 02

Imagination - Workshop of the Mind

(An excerpt from The Strangest Secret Library available on Amazon)

Imagination – Workshop of the Mind

The Fifth Step toward Riches

The imagination is literally the workshop wherein are fashioned all plans created by man. The impulse, the DESIRE, is given shape, form, and ACTION through the aid of the imaginative faculty of the mind.

It has been said that man can create anything which he can imagine.

Of all the ages of civilization, this is the most favorable for the development of the imagination, because it is an age of rapid change. On every hand one may contact stimuli which develop the imagination.

Through the aid of his imaginative faculty, man has discovered, and harnessed, more of Nature s forces during the past fifty years than during the entire history of the human race, previous to that time. He has conquered the air so completely, that the birds are a poor match for him in flying. He has harnessed the ether, and made it serve as a means of instantaneous communication with any part of the world. He has analyzed, and weighed the sun at a distance of millions of miles, and has determined, through the aid of IMAGINATION, the elements of which it consists. He has discovered that his own brain is both a broadcasting, and a receiving station for the vibration of thought, and he is beginning now to learn how to make practical use of this discovery. He has increased the speed of locomotion, until he may now travel at a speed of more than three hundred miles an hour. The time will soon come when a man may breakfast in New York, and lunch in San Francisco.

MAN S ONLY LIMITATION, within reason, LIES IN HIS DEVELOPMENT AND USE OF HIS IMAGINATION. He has not yet reached the apex of development in the use of his imaginative faculty. He has merely discovered that he has an imagination, and has commenced to use it in a very elementary way.


The imaginative faculty functions in two forms. One is known as synthetic imagination, and the other as creative imagination.

SYNTHETIC IMAGINATION: Through this faculty, one may arrange old concepts, ideas, or plans into new combinations. This faculty creates nothing. It merely works with the material of experience, education, and observation with which it is fed. It is the faculty used most by the inventor, with the exception of the who draws upon the creative imagination, when he cannot solve his problem through synthetic imagination.

CREATIVE IMAGINATION: Through the faculty of creative imagination, the finite mind of man has direct communication with Infinite Intelligence. It is the faculty through which hunches and inspirations are received. It is by this faculty that all basic, or new ideas are handed over to man.

It is through this faculty that thought vibrations from the minds of others are received. It is through this faculty that one individual may tune in, or communicate with the subconscious minds of other men.

The creative imagination works automatically, in the manner described in subsequent pages. This faculty functions ONLY when the conscious mind is vibrating at an exceedingly rapid rate, as for example, when the conscious mind is stimulated through the emotion of a strong desire.

The creative faculty becomes more alert, more receptive to vibrations from the sources mentioned, in proportion to its development through USE. This statement is significant! Ponder over it before passing on.

Keep in mind as you follow these principles, that the entire story of how one may convert DESIRE into money cannot be told in one statement. The story will be complete, only when one has MASTERED, ASSIMILATED, and BEGUN TO MAKE USE of all the principles.

The great leaders of business, industry, finance, and the great artists, musicians, poets, and writers became great, because they developed the faculty of creative imagination.

Both the synthetic and creative faculties of imagination become more alert with use, just as any muscle or organ of the body develops through use.

Desire is only a thought, an impulse. It is nebulous and ephemeral. It is abstract, and of no value, until it has been transformed into its physical counterpart. While the synthetic imagination is the one which will be used most frequently, in the process of transforming the impulse of DESIRE into money, you must keep in mind the fact, that you may face circumstances and situations which demand use of the creative imagination as well.

Your imaginative faculty may have become weak through inaction. It can be revived and made alert through USE. This faculty does not die, though it may become quiescent through lack of use.

Center your attention, for the time being, on the development of the synthetic imagination, because this is the faculty which you will use more often in the process of converting desire into money.

Transformation of the intangible impulse, of DESIRE, into the tangible reality, of MONEY, calls for the use of a plan, or plans. These plans must be formed with the aid of the imagination, and mainly, with the synthetic faculty.

Read the entire book through, then come back to this chapter, and begin at once to put your imagination to work on the building of a plan, or plans, for the transformation of your DESIRE into money. Detailed instructions for the building of plans have been given in almost every chapter. Carry out the instructions best suited to your needs, reduce your plan to writing, if you have not already done so. The moment you complete this, you will have DEFINITELY given concrete form to the intangible DESIRE. Read the preceding sentence once more. Read it aloud, very slowly, and as you do so, remember that the moment you reduce the statement of your desire, and a plan for its realization, to writing, you have actually TAKEN THE FIRST of a series of steps, which will enable you to convert the thought into its physical counterpart.

The earth on which you live, you, yourself, and every other material thing are the result of evolutionary change, through which microscopic bits of matter have been organized and arranged in an orderly fashion.

Moreover – and this statement is of stupendous importance – this earth, every one of the billions of individual cells of your body, and every atom of matter, began as an intangible form of energy.

DESIRE is thought impulse! Thought impulses are forms of energy. When you begin with the thought impulse, DESIRE, to accumulate money, you are drafting into your service the same stuff that Nature used in creating this earth, and every material form in the universe, including the body and brain in which the thought impulses function.

As far as science has been able to determine, the entire universe consists of but two elements-matter and energy. Through the combination of energy and matter, has been created everything perceptible to man, from the largest star which floats in the heavens, down to, and including man, himself.

You are now engaged in the task of trying to profit by Nature s method. You are (sincerely and earnestly, we hope), trying to adapt yourself to Nature s laws, by endeavoring to convert DESIRE into its physical or monetary equivalent. YOU CAN DO IT! IT HAS BEEN DONE BEFORE!

You can build a fortune through the aid of laws which are immutable. But, first, you must become familiar with these laws, and learn to USE them. Through repetition, and by approaching the description of these principles from every conceivable angle, the author hopes to reveal to you the secret through which every great fortune has been accumulated. Strange and paradoxical as it may seem, the secret is NOT A SECRET. Nature, herself, advertises it in the earth on which we live, the stars, the planets suspended within our view, in the elements above and around us, in every blade of grass, and every form of lifewithin our vision.

Nature advertises this secret in the terms of biology, in the conversion of a tiny cell, so small that it may be lost on the point of a pin, into the HUMAN BEING now reading this line. The conversion of desire into its physical equivalent is, certainly, no more miraculous!

Do not become discouraged if you do not fully comprehend all that has been stated. Unless you have long been a student of the mind, it is not to be expected that you will assimilate all that is in this chapter upon a first reading.

But you will, in time, make good progress.

The principles which follow will open the way for understanding of imagination. Assimilate that which you understand, as you read this philosophy for the first time, then, when you reread and study it, you will discover that something has happened to clarify it, and give you a broader understanding of the whole. Above all, DO NOT STOP, nor hesitate in your study of these principles until you have read the book at least THREE times, for then, you will not want to stop.


Ideas are the beginning points of all fortunes. Ideas are products of the imagination. Let us examine a few well known ideas which have yielded huge fortunes, with the hope that these illustrations will convey definite information concerning the method by which imagination may be used in accumulating riches.


Fifty years ago, an old country doctor drove to town, hitched his horse, quietly slipped into a drug store by the back door, and began dickering with the young drug clerk.

His mission was destined to yield great wealth to many people. It was destined to bring to the South the most far-flung benefit since the Civil War.

For more than an hour, behind the prescription counter, the old doctor and the clerk talked in low tones. Then the doctor left. He went out to the buggy and brought back a large, old fashioned kettle, a big wooden paddle (used for stirring the contents of the kettle), and deposited them in the back of the store.

The clerk inspected the kettle, reached into his inside pocket, took out a roll of bills, and handed it over to the doctor. The roll contained exactly $500.00 – the clerk s entire savings!

The doctor handed over a small slip of paper on which was written a secret formula. The words on that small slip of paper were worth a King s ransom! But not to the doctor! Those magic words were needed to start the kettle to boiling, but neither the doctor nor the young clerk knew what fabulous fortunes were destined to flow from that kettle.

The old doctor was glad to sell the outfit for five hundred dollars. The money would pay off his debts, and give him freedom of mind. The clerk was taking a big chance by staking his entire life s savings on a mere scrap of paper and an old kettle! He never dreamed his investment would start a kettle to overflowing with gold that would surpass the miraculous performance of Aladdin s lamp.

What the clerk really purchased was an IDEA! The old kettle and the wooden paddle, and the secret message on a slip of paper were incidental. The strange performance of that kettle began to take place after the new owner mixed with the secret instructions an ingredient of which the doctor knew nothing.

Read this story carefully, give your imagination a test! See if you can discover what it was that the young man added to the secret message, which caused the kettle to overflow with gold. Remember, as you read, that this is not a story from Arabian Nights. Here you have a story of facts, stranger than fiction, facts which began in the form of an IDEA.

Let us take a look at the vast fortunes of gold this idea has produced. It has paid, and still pays huge fortunes to men and women all over the world, who distribute the contents of the kettle to millions of people.

The Old Kettle is now one of the world s largest consumers of sugar, thus providing jobs of a permanent nature to thousands of men and women engaged in growing sugar cane, and in refining and marketing sugar.

The Old Kettle consumes, annually, millions of glass bottles, providing jobs to huge numbers of glass workers.

The Old Kettle gives employment to an army of clerks, stenographers, copy writers, and advertising experts throughout the nation. It has brought fame and fortune to scores of artists who have created magnificent pictures describing the product.

The Old Kettle has converted a small Southern city into the business capital of the South, where it now benefits, directly, or indirectly, every business and practically every resident of the city.

The influence of this idea now benefits every civilized country in the world, pouring out a continuous stream of gold to all who touch it.

Gold from the kettle built and maintains one of the most prominent colleges of the South, where thousands of young people receive the training essential for success.

The Old Kettle has done other marvelous things. All through the world depression, when factories, banks and business houses were folding up and quitting by the thousands, the owner of this Enchanted Kettle went marching on, giving continuous employment to an army of men and women all over the world, and paying out extra portions of gold to those who, long ago, had faith in the idea.

If the product of that old brass kettle could talk, it would tell thrilling tales of romance in every language. Romances of love, romances of business, romances of professional men and women who are daily being stimulated by it.

The author is sure of at least one such romance, for he was a part of it, and it all began not far from the very spot on which the drug clerk purchased the old kettle. It was here that the author met his wife, and it was she who first told him of the Enchanted Kettle. It was the product of that Kettle they were drinking when he asked her to accept him for better or worse.

Now that you know the content of the Enchanted Kettle is a world famous drink, it is fitting that the author confess that the home city of the drink supplied him with a wife, also that the drink itself provides him with stimulation of thought without intoxication, and thereby it serves to give the refreshment of mind which an author must have to do his best work.

Whoever you are, wherever you may live, whatever occupation you may be engaged in, just remember in the future, every time you see the words Coca-Cola, that its vast empire of wealth and influence grew out of a single IDEA, and that the mysterious ingredient the drug clerk – Asa Candler – mixed with the secret formula was . . .


Stop and think of that, for a moment.

Remember, also, that the thirteen steps to riches, described in this book, were the media through which the influence of Coca-Cola has been extended to every city, town, village, and cross-roads of the world, and that ANY IDEA you may create, as sound and meritorious as Coca-Cola, has the possibility of duplicating the stupendous record of this world-wide thirst-killer.

Truly, thoughts are things, and their scope of operation is the world, itself.


This story proves the truth of that old saying, where there s a will, there s a way. It was told to me by that beloved educator and clergyman, the late Frank W. Gunsaulus, who began his preaching career in the stockyards region of South Chicago.

While Dr. Gunsaulus was going through college, he observed many defects in our educational system, defects which he believed he could correct, if he were the head of a college. His deepest desire was to become the directing head of an educational institution in which young men and women would be taught to learn by doing.

He made up his mind to organize a new college in which he could carry out his ideas, without being handicapped by orthodox methods of education.

He needed a million dollars to put the project across! Where was he to lay his hands on so large a sum of money? That was the question that absorbed most of this ambitious young preacher s thought.

But he couldn t seem to make any progress.

Every night he took that thought to bed with him. He got up with it in the morning. He took it with him everywhere he went. He turned it over and over in his mind until it became a consuming obsession with him. A million dollars is a lot of money. He recognized that fact, but he also recognized the truth that the only limitation is that which one sets up in one s own mind.

Being a philosopher as well as a preacher, Dr. Gunsaulus recognized, as do all who succeed in life, that DEFINITENESS OF PURPOSE is the starting point from which one must begin. He recognized, too, that definiteness of purpose takes on animation, life, and power when backed by a BURNING DESIRE to translate that purpose into its material equivalent.

He knew all these great truths, yet he did not know where, or how to lay his hands on a million dollars. The natural procedure would have been to give up and quit, by saying, Ah well, my idea is a good one, but I cannot do anything with it, because I never can procure the necessary million dollars. That is exactly what the majority of people would have said, but it is not what Dr. Gunsaulus said. What he said, and what he did are so important that I now introduce him, and let him speak for himself.

One Saturday afternoon I sat in my room thinking of ways and means of raising the money to carry out my plans. For nearly two years, I had been thinking, but I had done nothing but think!

The time had come for ACTION!

I made up my mind, then and there, that I would get the necessary million dollars within a week. How? I was not concerned about that. The main thing of importance was the decision to get the money within a specified time, and I want to tell you that the moment I reached a definite decision to get the money within a specified time, a strange feeling of assurance came over me, such as I had never before experienced. Something inside me seemed to say, Why didn t you reach that decision a long time ago? The money was waiting for you all the time!

Things began to happen in a hurry. I called the newspapers and announced I would preach a sermon the following morning, entitled, What I would do if I had a Million Dollars.

I went to work on the sermon immediately, but I must tell you, frankly, the task was not difficult, because I had been preparing that sermon for almost two years. The spirit back of it was a part of me!

Long before midnight I had finished writing the sermon. I went to bed and slept with a feeling of confidence, for I could see myself already in. possession of the million dollars.

Next morning I arose early, went into the bathroom, read the sermon, then knelt on my knees and asked that my sermon might come to the attention of someone who would supply the needed money.

While I was praying I again had that feeling of assurance that the money would be forthcoming. In my excitement, I walked out without my sermon, and did not discover the oversight until I was in my pulpit and about ready to begin delivering it.

It was too late to go back for my notes, and what a blessing that I couldn t go back! Instead, my own subconscious mind yielded the material I needed. When I arose to begin my sermon, I closed my eyes, and spoke with all my heart and soul of my dreams. I not only talked to my audience, but I fancy I talked also to God. I told what I would do with a million dollars if that amount were placed in my hands. I described the plan I had in mind for organizing a great educational institution, where young people would learn to do practical things, and at the same time develop their minds.

When I had finished and sat down, a man slowly arose from his seat, about three rows from the rear, and made his way toward the pulpit. I wondered what he was going to do. He came into the pulpit, extended his hand, and said, Reverend, I liked your sermon. I believe you can do everything you said you would, if you had a million dollars. To prove that I believe in you and your sermon, if you will come to my office tomorrow morning, I will give you the million dollars. My name is Phillip D. Armour.

Young Gunsaulus went to Mr. Armour s office and the million dollars was presented to him. With the money, he founded the Armour Institute of Technology.

That is more money than the majority of preachers ever see in an entire lifetime, yet the thought impulse back of the money was created m the young preacher s mind in a fraction of a minute. The necessary million dollars came as a result of an idea. Back of the idea was a DESIRE which young Gunsaulus had been nursing in his mind for almost two years.


There was nothing new or unique about young Gunsaulus vague thinking about a million dollars, and weakly hoping for it. Others before him, and many since his time, have had similar thoughts. But there was something very unique and different about the decision he reached on that memorable Saturday, when he put vagueness into the background, and definitely said, I WILL get that money within a week!

God seems to throw Himself on the side of the man who knows exactly what he wants, if he is determined to get JUST THAT!

Moreover, the principle through which Dr. Gunsaulus got his million dollars is still alive! It is available to you! This universal law is as workable today as it was when the young preacher made use of it so successfully. This book describes, step by step, the thirteen elements of this great law, and suggests how they may be put to use.

Observe that Asa Candler and Dr. Frank Gunsaulus had one characteristic in common. Both knew the astounding truth that IDEAS CAN BE TRANSMUTED INTO CASH THROUGH THE POWER OF DEFINITE PURPOSE, PLUS DEFINITE PLANS.

If you are one of those who believe that hard work and honesty, alone, will bring riches, perish the thought! It is not true! Riches, when they come in huge quantities, are never the result of HARD work! Riches come, if they come at all, in response to definite demands, based upon the application of definite principles, and not by chance or luck. Generally speaking, an idea is an impulse of thought that impels action, by an appeal to the imagination. All master salesmen know that ideas can be sold where merchandise cannot. Ordinary salesmen do not know this-that is why they are ordinary.

A publisher of books, which sell for a nickel, made a discovery that should be worth much to publishers generally. He learned that many people buy titles, and not contents of books. By merely changing the name of one book that was not moving, his sales on that book jumped upward more than a million copies. The inside of the book was not changed in any way. He merely ripped off the cover bearing the title that did not sell, and put on a new cover with a title that had box-office value.

That, as simple as it may seem, was an IDEA! It was IMAGINATION.

There is no standard price on ideas. The creator of ideas makes his own price, and, if he is smart, gets it.

The moving picture industry created a whole flock of millionaires. Most of them were men who couldn t create ideas – BUT – they had the imagination to recognize ideas when they saw them.

The next flock of millionaires will grow out of the radio business, which is new and not overburdened with men of keen imagination. The money will be made by those who discover or create new and more meritorious radio programmes and have the imagination to recognize merit, and to give the radio listeners a chance to profit by it.

The sponsor! That unfortunate victim who now pays the cost of all radio entertainment, soon will become idea conscious, and demand something for his money. The man who beats the sponsor to the draw, and supplies programmes that render useful service, is the man who will become rich in this new industry.

Crooners and light chatter artists who now pollute the air with wisecracks and silly giggles, will go the way of all light timbers, and their places will be taken by real artists who interpret carefully planned programmes which have been designed to service the minds of men, as well as provide entertainment.

Here is a wide open field of opportunity screaming its protest at the way it is being butchered, because of lack of imagination, and begging for rescue at any price. Above all, the thing that radio needs is new IDEAS!

If this new field of opportunity intrigues you, perhaps you might profit by the suggestion that the successful radio programmes of the future will give more attention to creating buyer audiences, and less attention to listener audiences. Stated more plainly, the builder of radio programmes who succeeds in the future, must find practical ways to convert listeners into buyers. Moreover, the successful producer of radio programmes in the future must key his features so that he can definitely show its effect upon the audience.

Sponsors are becoming a bit weary of buying glib selling talks, based upon statements grabbed out of thin air. They want, and in the future will demand, indisputable proof that the Whoosit programme not only gives millions of people the silliest giggle ever, but that the silly giggler can sell merchandise!

Another thing that might as well be understood by those who contemplate entering this new field of opportunity, radio advertising is going to be handled by an entirely new group of advertising experts, separate and distinct from the old time newspaper and magazine advertising agency men. The old timers in the advertising game cannot read the modern radio scripts, because they have been schooled to SEE ideas. The new radio technique demands men who can interpret ideas from a written manuscript in terms of SOUND! It cost the author a year of hard labor, and many thousands of dollars to learn this.

Radio, right now, is about where the moving pictures were, when Mary Pickford and her curls first appeared on the screen. There is plenty of room in radio for those who can produce or recognize IDEAS.

If the foregoing comment on the opportunities of radio has not started your idea factory to work, you had better forget it. Your opportunity is in some other field. If the comment intrigued you in the slightest degree, then go further into it, and you may find the one IDEA you need to round out your career.

Never let it discourage you if you have no experience in radio. Andrew Carnegie knew very little about making steel – I have Carnegie s own word for this – but he made practical use of two of the principles described in this book, and made the steel business yield him a fortune.

The story of practically every great fortune starts with the day when a creator of ideas and a seller of ideas got together and worked in harmony. Carnegie surrounded himself with men who could do all that he could not do. Men who created ideas, and men who put ideas into operation, and made himself and the others fabulously rich.

Millions of people go through life hoping for favorable breaks. Perhaps a favorable break can get one an opportunity, but the safest plan is not to depend upon luck. It was a favorable break that gave me the biggest opportunity of my life – but – twenty-five years of determined effort had to be devoted to that opportunity before it became an asset.

The break consisted of my good fortune in meeting and gaining the cooperation of Andrew Carnegie. On that occasion Carnegie planted in my mind the idea of organizing the principles of achievement into a philosophy of success. Thousands of people have profited by the discoveries made in the twenty-five years of research, and several fortunes have been accumulated through the application of the philosophy. The beginning was simple. It was an IDEA which anyone might have developed.

The favorable break came through Carnegie, but what about the DETERMINATION, DEFINITENESS OF PURPOSE, and the DESIRE TO ATTAIN THE GOAL, and the PERSISTENT EFFORT OF TWENTY-FIVE YEARS? It was no ordinary DESIRE that survived disappointment, discouragement, temporary defeat, criticism, and the constant reminding of waste of time. It was a BURNING DESIRE! AN OBSESSION!

When the idea was first planted in my mind by Mr. Carnegie, it was coaxed, nursed, and enticed to remain alive. Gradually, the idea became a giant under its own power, and it coaxed, nursed, and drove me. Ideas are like that. First you give life and action and guidance to ideas, then they take on power of their own and sweep aside all opposition.

Ideas are intangible forces, but they have more power than the physical brains that give birth to them. They have the power to live on, after the brain that creates them has returned to dust. For example, take the power of Christianity. That began with a simple idea, born in the brain of Christ. Its chief tenet was, do unto others as you would have others do unto you. Christ has gone back to the source from whence He came, but His IDEA goes marching on. Some day, it may grow up, and come into its own, then it will have fulfilled Christ s deepest DESIRE. The IDEA has been developing only two thousand years. Give it time!


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