Not only can I endure more and achieve more when I take pleasure in the task, but I can also secure better results from others by providing for their interest and for their pleasure in what they are doing. This is a fact which wise merchants and employers have felt intuitively, but in most instances the principle has not been consciously formulated. High-grade stores do much to add to the pleasure of their customers. Every resource of art and architecture is employed to make store rooms appeal to the <ae>sthetic sense and the appreciation of customers. Clerks are instructed to be obliging and courteous. Employees are not allowed to dress in a style likely to offend a customer and they are schooled in manners and in speech. Space is devoted to the convenience and comfort of customers. <p 175> _The most successful establishments in the world are the ones which do most to please their patrons--not by cutting prices or simply by supplying better goods, but by expediting and making more pleasant the purchase of goods_. They have discovered that customers inducted into a beautiful shop and surrounded by tactful obliging clerks are more willing to buy and are more likely to be satisfied with what they purchase. By adding to their patrons' comfort and pleasure they are able to accomplish more than by any other selling argument. In like manner, restaurants and hotels have learned that splendid rooms, flowers, spotless linen, well-dressed and courteous waiters, good furniture, and so on, all attract customers and induce them to order more generously. Lawyers find in trying cases that it is quite essential to regard the mood of clients, juries, and judges. The pleased man is not suspicious; he does not hesitate in coming to a conclusion, and he is not likely to impute evil motives to the actions of others. As has been <p 176> well said by Dickens, when speaking from the viewpoint of the defendant, ``A good, contented, well-breakfasted juryman is a capital thing to get hold of. Discontented or hungry jurymen always find for the plaintiff.'' The salesman with a pleasing personality is able to sell more goods than others less happily endowed. Some salesmen try to supplement this power--or supply the lack of a pleasing personality--by ``jollying'' the possible customer in various ways. Dinners, theaters, cigars, and various other devices are thus used, and in many instances with success. Modern business employs such methods less and less, chiefly because the customer recognizes the purpose of the attempt, and either refuses to accept the ``hospitality'' or is on his guard to resist the effect. A pleasing personality, however, inspires confidence, tends to put the customer in a good humor and optimistic mood, and results in sales. A cold, formal manner, ill temper, or a pessimistic outlook, on the contrary, will <p 177> handicap the sale of the best merchandise made.