The Washington times., 1918-03-29
The Name More Important
Than the Thing
A Statement to Interest Young Men.

=
Mr. Forbes in an editorial How to Build Up Your Bust
ness, starts of as follows:
The maker is bigger than what he makes.
Success in business depends on reputation. 1t is
- more important to build up reputation for house
- or corporation than for its products. the public
can be inspired with implicit faith in concern in its
ability its integrity its ideals its excellence, they
win purchase unquestionably whateVe -'ods that
concern offers.
: The name Tiffany would sell anything bearing
its stamp. All traveller needs to know about
:: hotel is that it is by Statler. When Armour
started making grape juice it sold not because Ar
mour had reputation for grape juice, but because
= the Armour trademark accepted guarantee
Of meritorious products. The Pullman Company
could doubtless start successful furniture business
.. simply because Pullmans have demonstrated that
they can do things efficiently.
This short statement is even important to young
men without reputation than to the of the best
names in commerce or finance
An individual business is always adding to or taking
something away from the NAME VALUE
l. There is standing still name is going up or going
down always. i
well, once or twice, is not difficult
But to make it, make it well and keep making well
year year out-hat is difficult thing and that is the
process that in the end CREATES NAME
To tell just how that viii last for generations is
created, would be difficult
It is mysterious slow process, for the is made
up days of work. years of straight thinking You cannot
say just when the building began just when the name
name is as mysterious in its making as one of the
beautiful shells that you washed the beach It is
extraordinary in FORM with sharp points wonderful cir
cles lining of pearl and many colors.
It is hard to understand how tiny creature with
material work except the water around started to
build that shell, as it built itself.
The wise things that man does will help to build the
that is valuable than all the product Of his
factory.
And of the things that called foolish" will
help him also For it is hard sometimes to distinguish fool
ishness and wisdom.
Pullman conductors used to complain that George r
Pullman if he toothpick lying the carpet Of one
Of his dining would make much fuss though it
were saw-log''
Mr.. Pullman particular about everything never
satisfied with anything. That seemed fooshness to
of his associates But that fooshness enabled him. in his
lifetime to monopoize the sleeping business of the
United States, in addition to creating that business.
ooutts the great English banker, would allow no man
to appear for work in his bank unless he stoveppe
hat frock coat and gray That might fool
sh but apparently had soothing effect the prosperous
Briton. Coutts is still great
"a good rather to be chosen than great riches
says the Bible.
It might be added that good name BRINGS great
riches, if great riches what the wants.
The right kind of that whatever happens
you start in aganfor your chief beyond reach
something that cannot be taken from youexcept by your
self.
. These times and especially latter the war; times
that coming will offer many opportunities for creative
work, for building
Fortunate the who builds the name first and the
rest second building will last.