From different angles the same thing is true in other departments of business, notably so in the case of advertising and sales. One of the most obvious outside facts which affect sales, is the location and density of the population, and yet it is a fact which frequently is neglected. Another outside fact, which ultimately advertisers will have to consider, is the consuming power of population. They have been very keen to study our psychological reactions, and in doing this they have undertaken the entire charge of the evolution of our wants. But they have not always gone at their work from the long-time point of view. Sometime they will have to take account of the fact that unwise consumption impairs efficiency and depletes the purchasing power from which advertisers must be paid. The next step in the scientific analysis of business is to provide for more ample analysis of facts on the outside. Weakness at this point explains the defects in many plans for the welfare of employees, it explains the defects in scientific management, mentioned above, and it explains many other shortcomings in projects for increasing the effectiveness of business. But men who approach business from the standpoint of university research are not free from the same danger. In their effort to orient themselves with the business facts, they get the business point of view and run the risk of centering attention too much on materials and material forces. Even psychological reactions of men and women may be analyzed from the standpoint of their mechanics, without ever going back to those impelling motives which have their roots in the human instincts and complex social reactions of which the men and women are a part. Approached from the standpoint of scientific method, the field of conflict between different interests in business and between so-called "good business" and "good ethics" becomes measurably narrowed. I do not mean to give science the sole credit for achievements along this line. More frequently advance in moral standards has been forced on unwilling victims through legislation, public opinion, or class struggle, and then men have discovered, as a happy surprise after the event, that "good ethics" was profitable. But science has done something, and might have done still more, if our efforts at scientific analysis had not been so often underweighted on the human side. These very discoveries of harmony between wholesome practice and good business constitute a part of the body of fact of which a truly scientific method must take account. When a review of all the cases in which compulsion has changed existing methods shows an almost invariable adaptation and a tendency toward better results after the level of competition is raised, a man of scientific training immediately asks the question, whether a fundamental law is not at work.