Evening star., 1924-09-24
GOVERNMENT MUST
SERVE TO SUCCEED,
|. COOLIDGE ASSERTS
Pledges Lower Taxes, Salts
factory Foreign Relations,
to Druggists.
RAISING OF BUSINESS
ETHICS is EXTOLLED
President Declares Merchants No
Longer Attempt to Thrive
on Trickery.

The successful merchant no longer
but on service and mutual considera-
tion, according to President Coolidge,
in an address today to the several
thousand delegates attending the
twenty sixth annual convention of the
National Association of Retail Drug
gists, assembled in the rear grounds
of the White House.
1t is the realization of just such
truths as service and mutual con-
sideration, the application of the
common interest between the mer-
chant and customer, the sense of re-
sponsibility on both sides, that has
in recent times introduced more and
more the moral element into business
transactions, the President went on to
explain.
Profit Not Sole Aim.
He reminded his audience that il
has come to be an axiom of successful
business that profit is not the sole
end to be sought. In his opinion this
marks long step toward higher
and better social purposes and meth
DDS. He said he was glad to know
that throughout the entire structure
of business in this country, great and
small, there is evidence of this new
conception.
In conclusion. the President COM
mended his auditors as representing
one of the lines OF business that have
gone far along the way toward es-
tablishing the best relationship be-
tween the business man and his GUS
toners, between business and Gov
ernment, and he pledged continuance
of his efforts toward econo-
my of administration that there may
be a reduction in taxation. and har-
mony in our foreign relations that
there may be peace and prosperity.
He also again declared himself to be
in favor of less Government ir bus
mess and more business in Govern
ment-
Says Government Must Serve.
The Pre- PRESIDENTS speech -in sfnp teiT s'
Not merely because it was a
pleasure to do SO, but because it was
also an opportunity, l invited the
members of your organizatior to meet
me here today. 1 extend to YOU in
behalf of your Government the
warmest of welcomes to the Capital
City. / hope that your gathering may
be profitable to all of you as your
presence here relates primarily to
business concerns. Beyond that T
trust your visit in Washington may
serve to bring to all of you a little
better realization of the workings of
the National Government The ma
chinery OF Government has been set
UP here to serve all of the people It
will accomplish it's real purpose just
to the extent that it renders such
service.
Il feel strongly that whenever such
an organization as yours brings to
W ashlngton great representative
body of business men. it is bringing
section of the people that much
closer to their Government. 1t is
aHording the opportunity to familiar
ize themselves with the character, the
extent and the infinite ramifcations
of a great political and also great
business organization. 1t cannot but be
a reminder of the intimate relation
ship which exists between the people
and their Government It is not
something afar off, but near and vital
to their interests. i hope that your
experiences in Washington will be
reminder also of the fact that the
Government is your Government. that
its agencies are set up to serve you
ct is no part of the theory of our
thing imported from above. Rather,
it is intended and presumed 10 be
useful part of the social organiza-
tion. which comes up from the peo-
pie. and is justified to the extent that
it protects extends and promotes
their broadest interests.
Finds object Lesson.
1T has seemed to me that in the
| conduct of business and in its de-
veIopment in recent years may be
found an object lesson for those OF
US who are charged with the respon-
| sibilities of governmental admins
! tration. In recent decades it has
| come to be an axiom of successful
| business that profit is not the sole end
| to be sought. Business success, in what
| ever field, is more and more the re-
suit of policies which look to giving
service to the public. The business
which on the whole is likely to pros
per most is that business which aims
TO give the customer something more
| than the mere commodity which he
| comes to buy. If he comes with a
somewhat indefinite idea of precisely
what he wants, he is helped. If he
comes imagining that he wants some
thing that he would be better off with
out, the business man who conyinces
him of his error, even at the cost of
Ia sale, is pretty certain to profit in
the long run by his candor and dis
interestedness. The successful merchant
no longer attempts to thrive on
sharp dealing, but on service and mu-
tual consideration. 1t is the realiza-
tion of just such truths as these, the
application of the common interest
between merchant and customer the
sense of responsibility on both sides.
that has in recent time introduced
more and more the moral element
into business transactions. Your own
business has been notably touched
by the introduction of this element
and 1t is one of the reasons for it's
prosperity. I am glad to say that
| throughout the entire structure of busi-
ness in this country, great and small,
there is evidence of this new concep-
ton 1t marks a long step toward
higher and better social purposes and
methods.
Less Interference Sought.
Just in proportion as this new
attitude shall effect the relatio of
| the merchant and his customers, il
will help to make easier and more
satisfactory the relations between
business and Government. Under our
complex social and industrial order il
is inevitable that Government and
CONTINUED on Page 2, Column 81