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
“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 y ears.
Observe this important fact... HE GOT THE MONEY WITHIN
THIRTY-SIX HOURS AFTER HE REACHED A DEFINITE DECISION
IN HIS OWN MIND TO GET IT, AND DECIDED UPON A DEFINITE
PLAN FOR GETTING IT!
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
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
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
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
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
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
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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SUCCESS REQUIRES NO EXPLANATIONS
FAILURE PERMITS NO ALIBIS
THE CRYSTALLIZATION OF DESIRE
The Sixth Step toward Riches
You have learned that everything man creates or acquires,
begins in the form of DESIRE, that desire is taken on the first lap of
its journey, from the abstract to the concrete, into the workshop of
the IMAGINATION, where PLANS for its transition are created and
In Chapter two, you were instructed to take six definite,
practical steps, as your first move in translating the desire for
money into its monetary equivalent. One of these steps is the
formation of a DEFINITE, practical plan, or plans, through which
this transformation may be made.
You will now be instructed how to build plans which will be
Ally yourself with a group of as many people as you
may need for the creation, and carrying out of your plan, or
plans for the accumulation of money—making use of the “Master
Mind” principle described in a later chapter. (Compliance with
this instruction is absolutely essential. Do not neglect it.)
Before forming your “Master Mind” alliance, decide
what advantages, and benefits, you may offer the individual
members of your group, in return for their cooperation. No one
will work indefinitely without some form of compensation. No
intelligent person will either request or expect another to work
without adequate compensation, although this may not always
be in the form of money.
Arrange to meet with the members of your “Master
Mind” group at least twice a week, and more often if possible,
until you have jointly perfected the necessary plan, or plans for
the accumulation of money.
Maintain PERFECT HARMONY between yourself
and every member of your “Master Mind” group. If you fail to
carry out this instruction to the letter, you may expect to meet
with failure. The “Master Mind” principle cannot obtain where
PERFECT HARMONY does not prevail.
Keep in mind these facts:—
First. You are engaged in an undertaking of major importance to
you. To be sure of success, you must have plans which are
Second. You must have the advantage of the experience, education,
native ability and imagination of other minds. This is in harmony
with the methods followed by every person who has accumulated a
No individual has sufficient experience, education, native
ability, and knowledge to insure the accumulation of a great
fortune, without the cooperation of other people. Every plan you
adopt, in your endeavor to accumulate wealth, should be the joint
creation of yourself and every other member of your “Master Mind”
group. You may originate your own plans, either in whole or in part,
but SEE THAT THOSE PLANS ARE CHECKED, AND APPROVED BY
THE MEMBERS OF YOUR “MASTER MIND” ALLIANCE.
If the first plan which you adopt does not work successfully,
replace it with a new plan, if this new plan fails to work, replace it,
in turn with still another, and so on, until you find a plan which
DOES WORK. Right here is the point at which the majority of men
meet with failure, because of their lack of PERSISTENCE in creating
new plans to take the place of those which fail.
The most intelligent man living cannot succeed in
accumulating money—nor in any other undertaking—without plans
which are practical and workable. Just keep this fact in mind, and
remember when your plans fail, that temporary defeat is not
permanent failure. It may only mean that your plans have not been
sound. Build other plans. Start all over again.
Thomas A. Edison “failed” ten thousand times before he
perfected the incandescent electric light bulb. That is—he met with
temporary defeat ten thousand times, before his efforts were
crowned with success.
Temporary defeat should mean only one thing, the certain
knowledge that there is something wrong with your plan. Millions of
men go through life in misery and poverty, because they lack a
sound plan through which to accumulate a fortune.
Henry Ford accumulated a fortune, not because of his
superior mind, but because he adopted and followed a PLAN which
proved to be sound. A thousand men could be pointed out, each
with a better education than Ford’s, yet each of whom lives in
poverty, because he does not possess the RIGHT plan for the
accumulation of money.
Your achievement can be no greater than your PLANS are
sound. That may seem to be an axiomatic statement, but it is true.
Samuel Insull lost his fortune of over one hundred million dollars.
The Insull fortune was built on plans which were sound. The
business depression forced Mr. Insull to CHANGE HIS PLANS; and
the CHANGE brought “temporary defeat,” because his new plans
were NOT SOUND. Mr. Insull is now an old man, he may,
consequently, accept “failure” instead of “temporary defeat,” but if
his experience turns out to be FAILURE, it will be for the reason
that he lacks the fire of PERSISTENCE to rebuild his plans.
No man is ever whipped, until he QUITS—in his own mind.
This fact will be repeated many times, because it is so easy to
“take the count” at the first sign of defeat.
James J. Hill met with temporary defeat when he first
endeavored to raise the necessary capital to build a railroad from
the East to the West, but he, too turned defeat into victory through
Henry Ford met with temporary defeat, not only at the
beginning of his automobile career, but after he had gone far toward
the top. He created new plans, and went marching on to financial
We see men who have accumulated great fortunes, but we
often recognize only their triumph, overlooking the temporary
defeats which they had to surmount before “arriving.
NO FOLLOWER OF THIS PHILOSOPHY CAN REASONABLY
EXPECT TO ACCUMULATE A FORTUNE WITHOUT EXPERIENCING
“TEMPORARY DEFEAT.” When defeat comes, accept it as a signal
that your plans are not sound, rebuild those plans, and set sail
once more toward your coveted goal. If you give up before your goal
has been reached, you are a “quitter.”
A QUITTER NEVER WINS-AND—A WINNER NEVER QUITS.
Lift this sentence out, write it on a piece of paper in letters an inch
high, and place it where you will see it every night before you go to
sleep, and every morning before you go to work.
When you begin to select members for your “Master Mind”
group, endeavor to select those who do not take defeat seriously.
Some people foolishly believe that only MONEY can make
money. This is not true! DESIRE, transmuted into its monetary
equivalent, through the principles laid down here, is the agency
through which money is “made.” Money, of itself, is nothing but
inert matter. It cannot move, think, or talk, but it can “hear” when a
man who DESIRES it, calls it to come!
PLANNING THE SALE OF SERVICES
The remainder of this chapter has been given over to a
description of ways and means of marketing personal services. The
information here conveyed will be of practical help to any person
having any form of personal services to market, but it will be of
priceless benefit to those who aspire to leadership in their chosen
Intelligent planning is essential for success in any undertaking
designed to accumulate riches. Here will be found detailed
instructions to those who must begin the accumulation of riches by
selling personal services.
It should be encouraging to know that practically all the great
fortunes began in the form of compensation for personal services, or
from the sale of IDEAS. What else, except ideas and personal serv-
ices, would one not possessed of property have to give in return for
Broadly speaking, there are two types of people in the world.
One type is known as LEADERS, and the other as FOLLOWERS.
Decide at the outset whether you intend to become a leader in your
chosen calling, or remain a follower. The difference in compensation
is vast. The follower cannot reasonably expect the compensation to
which a leader is entitled, although many followers make the mis-
take of expecting such pay.
It is no disgrace to be a follower. On the other hand, it is no
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