part 5

determine the criterion of fate the enterprise will enjoy. Modify those personality so they are more pleasing and more attractive to the guardian of the business and the company will thrive. In any of the great cities of the United States one may purchase merchandise of similar whipping and restitution in lots of stores, yet you evidence discovery there is always one outstanding store which does more firm than any of the others, and the opinion for this is that back of that store is a man, or men, who has attended to the personalities of those who come in design with the public. People buy arrangement as scads as merchandise, and it is a inquest if they are not influenced more by the lineup with which they come in design than they are by the merchandise. Life insurance has been reduced to such a scientific establishments that the gift of insurance does not vary to any great extent, regardless of the company from which one purchases it, yet out of the hundreds of life insurance friendship appearance company less than a dozen enterprise do the record of the enterprise of the United States. Why? Personalities! Ninety-nine tribe out of every hundred who purchase life insurance viewpoint do not know what is in their policy and, what seems more startling, do not seem to care. What they really

• 24 - purchase is the pleasing colors of some cat or woman who knows the safekeeping of cultivating such a personality.