Since E. T., Inc., was one of our better accounts, the old man told me to take as long as was needed, so I moved in to my assigned office, in the twelve-story E. T. building, secretary, Scotch supply, ice-bags, ulcer pills and all, and went to work setting up my survey staff. This product engineering is a matter of "cut and try" in some fields. You get some ideas, knock together some samples, try them on the public with a staff of interviewers, tabulate the results, draw your conclusions and hand them over to Production with a prayer. If your ad budget is large enough your prayer is usually answered, because the American Public buys principally on the "we know what we like, and we like what we know" principle. Make them "know it" and they'll buy it. Maybe in love, absence makes the heart grow fonder, but in this business, familiarity breeds nothing but sales. Madame Elaine had a fair staff of idea boys, herself. In fact, every other department head had some gimmick he was trying to push to get personal recognition. The Old Hag liked this spirit of initiative and made it plain to me I was to give everyone a thorough hearing. This is one of the crosses you have to bear. Everyone but the janitor was swarming into my office with suggestions, and more than half of them had nothing to do with the lipstick campaign at all. So I dutifully listened to each one, had my girl take impressive notes and then lifted my left or my right eyebrow at her. My left eyebrow meant file them in the wastebasket. This is how the Atummyc Afterbath Dusting Powder got lost in the shuffle, and later I was credited with launching a new item on which I didn't even have a record. It came about this way: * * * * * Just before lunch one day, one of the Old Hag's promotion-minded pixies flounced her fanny into my interview chair, crossed her knees up to her navel and began selling me her pet project. She was a relative of the Madame as well as a department head, so I had to listen. Her idea was corny--a new dusting powder with "Atummion" added, to be called, "Atummyc Afterbath Dusting Powder"--"Atummyc", of course, being a far-fetched play on the word "atomic". What delighted her especially was that the intimate, meaningful word "tummy" occurred in her coined trade name, and this was supposed to do wonders in stimulating the imaginations of the young females of man-catching-age. [Illustration] As I said, the idea was corny. But the little hazel-eyed pixie was not. She was about 24, black-haired, small-waisted and bubbling with hormones. With her shapely knees and low-cut neckline she was a pleasant change of scenery from the procession of self-seeking middle-agers I had been interviewing--not that her motive was any different. I stalled a little to feast my eyes. "This _Atummion Added_ item," I said, "just what is _Atummion_?"