When witnessing a play, my attitude of suspicion towards a particular character may have been promoted by means of music and color, by means of the total setting of the play, or by some other means which never seemed to catch my attention. These concealed agencies threw me into an attitude of suspicion, even while I was not aware that such a result was being attempted. This modern conception of psychology teaches us that in influencing others we are not successful until we have influenced their attitudes. Children in school do not draw patriotism from mere information about their country. Patriotism comes with the cultivation of the proper attitude towards one's native land. _Success or failure in business is caused more by mental attitude even than by mental capacities_. Nothing but failure can result from the mental attitude which we designate variously as laziness, indifference, indolence, apathy, <p 135> shiftlessness, and lack of interest. All business successes are due in part to the attitudes which we call industry, perseverance, interest, application, enthusiasm, and diligence. In any individual, too, these attitudes may not be the same towards different objects and may be subject to very profound changes and developments. A schoolboy is frequently lazy when engaged in the study of grammar, but industrious when at work in manual training. A young man who is an indolent bookkeeper may prove to be an indefatigable salesman. Another who has shown himself apathetic and indifferent in a subordinate position may suddenly wake up when cast upon his own responsibility. Few men of any intelligence can develop the same degree of interest in each of several tasks. Personally I find that my shiftlessness in regard to some of my work is appalling. Touching my main activities, however, I judge that my industry is above reproach. The preceding chapters (particularly the chapters on Imitation, Competition, and Loy- <p 136> alty) were attempts to discover and to present the most effective motives or factors in producing in workers an attitude of industry. Based on a study of psychology and of business, methods were presented which may be utilized with but little expense and yet are effective in awakening instinctive responses in the worker and hence greatly increasing his efficiency. The present chapter will deal with an even more effective means of securing an attitude of industry since it appeals to three of the most fundamental and irresistible of man's instincts. _With most of us the degree of our laziness or our industry depends partly upon our affinity for the work, but chiefly upon the motives which stimulate us_.