The Belding banner-news., 1921-12-21


ments today, for the successful
methods of yesterday are never quite
adequate for tomorrow; and that ad-
vertisers during the next period VIII
be compelled to consider more SER
iously the wastes in their advertising
expense. Indeed, those with whom
! work are already working on this
problem.)
Too many business institutions are
run today under the same organiza-
ticn plan and according TO the same
methods by which they were con-
Quoted long ago. SO far as depart
ment stores are concerned, feel safe
in pre- ict ng that the next decade
VIII see many deci, ed changes in the
plan Of organization and their meth
eds of doing business; shat those
store owners who do not heed the
handwr ting on the wall will suffer
: severe decline in business and
eventually be wiped out. This has
always been the case eventually with
those institutions which failed not
only 70 keep up with the times, but
- look ahead What is true of de-
partment stores is quite likely true
Of many other | mes of business as
well. detailed reports on the sub
ject which | have consulted. and
which you may also consult, if you
choose, show the seriousness of this
matter
Nov IS the most advantageous
time We VIII have in many years for
bus ness owners to make a careful
apIaisement Of their man power.
Without further loss of time. we
should make a search for places
where new blood on the job will pro-
duce bigger and better results. One
would be quite safe in saying that
there is probably no concern where
n one or more changes in execu
tives could not be made with decid-
e0 benefits. Now is the time to 10.
cate the weak spots in your organ.
izat.on and TO strengthen them.
] SIN firmly convinced that few
firms realize how tremendously inn
portant place modern statistical
and charting methods should have in
Their plans for the new merchandise
dnE era ahead of us. The business
management, which fails to utilize
the latest and best methods of
graphically picturing the informa-
tion on which the bus mess is gui ed
comparable to pilot without
chart OF the sea in which he is at
tempting to sail. BY all means, get
Information on this subject. Right
along this Inc, let me say that /
think the majority of newspaper adj
vertising done by retail stores is
fundamentally wrong. You who
read this may think that an exag-
gerated statement 1t is not, as |
can ami will gladly show ony one in
tereSted, But it cannot be done in
the limited space Of tbs article. 1t
is a subject in itself.
Lastly. let me emphasize! Business
has become too intricate and grown
too complicated. If you please, it is
becoming too scientific for any in
dividual 10 be able to succeed To any
extent, unless he manages to regu-
Iarly draw upon the experience of
the most successful of his contem-
poraries and predecessors and gain
the benefit Of all the work that is
going on and has gone on in other i'm
stitutions similar to his own.
The business man who would sue
ceed must have a broader concep-
ton Of his business and his respon-
sibihty to society, than to look upon
~ surely dS his own all ar 11t
must realize that society rewards
the individual only in proportion to
the buying or making of certain
goods and the selling of them IS only
the perfectly obvious part of busi-
ness; that the business man who sees
no more than that is mere pur-
veyor who realizes, imagines and
creates nothing; that he simply
transfers goods from where they
are 20 where they need to be. On
the other hand, the really outstand-
ing, successful man is he who visu-
alizes more in his business than the
obvious things; who realizes fully
that there is something beyond the
mere days detail of exchanging
merchandise for money.
The outstanding mercantile sue
cesses of the future will be those in
stitutions which more and more keep
constantly in mind the fact that they
are marketing, besides the merchan,
disc itself, an intangible thing which
you may call service, if you re-
quire a definition. Those aforemen-
toned successes will be the institu-
tions which realize and appreciate
that II the spirit of their service is
right, If the things that are done and
said throughout the institution are