Wattle’s Book Part 15
The Impression of Increase
Whether you change your vocation or not, your actions
for the present must be those pertaining to the business
in which you are now engaged.
You can get into the business you want by making construc-
tive use of the business you are already established in – by do-
ing your daily work in the certain way.
And insofar as your business consists in dealing with other people,
whether personally or by letter, the key thought of all your efforts
must be to convey to their minds the impression of increase.
Increase is what all men and all women are seeking; it is the
urge of the formless intelligence within them seeking fuller
The desire for increase is inherent in all nature; it is the funda-
mental impulse of the universe. All human activities are based
on the desire for increase. People are seeking more food, more
clothes, better shelter, more luxury, more beauty, more knowl-
edge, more pleasure – increase in something, more life.
Every living thing is under this necessity for continuous ad-
vancement; where increase of life ceases, dissolution and death
set in at once.
Man instinctively knows this, and therefore he is forever seeking
more. This law of perpetual increase is set forth by Jesus in the
parable of the talents: Only those who gain more retain any; from
him who has not shall be taken away even that which he has.
The normal desire for increased wealth is not an evil or a rep-
rehensible thing. It is simply the desire for more abundant life. It
And because it is the deepest instinct of their natures, all men
and women are attracted to those who can give them more of
the means of life.
In following the certain way as described in the foregoing
pages, you are getting continuous increase for yourself, and you
are giving it to all with whom you deal.
You are a creative center from which increase is given off to all.
Be sure of this, and convey assurance of the fact to every man,
woman, and child with whom you come in contact. No matter how small the transaction, even if it be only the selling of a stick
of candy to a little child, put into it the thought of increase, and
make sure that the customer is impressed with the thought.
Convey the impression of advancement with everything you
do, so that all people shall receive the impression that you are an
“advancing personality,” and that you advance all who deal with
you. Even to the people whom you meet in a social way – with-
out any thought of business and to whom you do not try to sell
anything – give the thought of increase.
You can convey this impression by holding the unshakable
faith that you, yourself, are in the way of increase and by letting
this faith inspire, fill, and permeate every action.
Do everything that you do in the firm conviction that you are
an advancing personality and that you are giving advancement
Feel that you are getting rich, and that in so doing you are
making others rich and conferring benefits on all.
Do not boast or brag of your success or talk about it unneces-
sarily; true faith is never boastful.
Wherever you find a boastful person, you find one who is se-
cretly doubtful and afraid. Simply feel the faith, and let it work
out in every transaction. Let every act and tone and look express
the quiet assurance that you are getting rich – that you are al-
ready rich. Words will not be necessary to communicate this feel-
ing to others. They will feel the sense of increase when in your
presence, and will be attracted to you again.
You must so impress others that they will feel that in associ-
ating with you they will get increase for themselves. See that
you give them a use value greater than the cash value you are
taking from them.
Take an honest pride in doing this and let everybody know it,
and you will have no lack of customers. People will go where
they are given increase, and the supreme, which desires increase
in all and which knows all, will move toward you men and
women who have never heard of you. Your business will in-
crease rapidly, and you will be surprised at the unexpected ben-
efits which will come to you. You will be able from day to day to
make larger combinations, secure greater advantages, and to go
on into a more congenial vocation if you desire to do so.
But doing thing all this, you must never lose sight of your
vision of what you want or your faith and purpose to get what
Let me here give you another word of caution in regard to
motives: Beware of the insidious temptation to seek for power
over other people.
Nothing is so pleasant to the unformed or partially developed
mind as the exercise of power or dominion over others. The de-
sire to rule for selfish gratification has been the curse of the world.
For countless ages kings and lords have drenched the earth with
blood in their battles to extend their dominions – not to seek
more life for all, but to get more power for themselves.
Today, the main motive in the business and industrial world
is the same: Men marshal their armies of dollars and lay waste
the lives and hearts of millions in the same mad scramble for
power over others. Commercial kings, like political kings, are
inspired by the lust for power.
Look out for the temptation to seek for authority, to become a
“master,” to be considered as one who is above the common
herd, to impress others by lavish display, and so on.
The mind that seeks for mastery over others is the competitive
mind, and the competitive mind is not the creative one. In order
to master your environment and your destiny, it is not at all nec-
essary that you should rule over your fellow men, and, indeed,
when you fall into the world’s struggle for the high places, you
begin to be conquered by fate and environment and your get-
ting rich becomes a matter of chance and speculation.
Beware of the competitive mind! No better statement of the
principle of creative action can be formulated than the favorite
declaration of the late “Golden Rule” Jones of Toledo: “What I
want for myself, I want for everybody.”
And because it is the
deepest instinct of their
natures, all men and
women are attracted to
those who can give them
more of the means of
Who was “Golden
Samuel Milton Jones was born in 1846 in Ty
Mawr Bedd, Gelert, in North Wales. As a small
boy, he immigrated to the eastern United
States with his parents.
After starting out in the then-new oil industry in
Pennsylvania and following its westward
expansion, he began manufacturing oilfield
drilling equipment in Toledo, Ohio, in 1894.
He soon earned a reputation for honest
business and for fair dealings with the
workers in his employ.
The story goes that he said his factory needed
only one policy — the well-known Golden Rule
(“Do unto others as you would have them do
unto you”) — and he dramatically nailed a
plaque with that phrase to the factory wall.
As an employer, he was ahead of his time, a true
maverick who “walked his talk.” Workers at his
factory enjoyed an eight- hour working day
(instead of the usual ten), a one-week
vacation, paid holidays, insurance, plus a park
and playground. He alsodid away with bosses
and timekeepers, and held employee picnics.
Toward the end of the 1800s he became mayor
of Toledo, and served four terms, becoming
the city’s most respected and popular political
leader and achieving fame across the nation
and around the world.
As mayor, he championed the public
park system and public ownership of utilities. He
also replaced policemen’s nightsticks
with walking sticks and refused to prosecute so-
called “morality laws,” which he felt were unfair
to the poor.
Applying his principles to his business
and political endeavors earned him immense
respect and affection as well as his nickname. In
1904, at the age of 57, Mr. Jones died suddenly
while still in office. Not surprisingly, his funeral
was said to be the largest and best- attended in
the city’s history.