In the window of the grocery store to which I used to be sent after a pound of Mocha and Java mixed and a dozen of your best oranges, there was a cardboard figure of a clerk in a white coat pointing his finger at the passers-by. As I remember, he was accusing you of not taking home a bottle of Moxie, and pretty guilty it made you feel too. This man was, I believe, the pioneer in what has since become a great literary movement. He founded the "You, Mr. Business-Man!" school of direct appeal. It is strictly an advertising property and has long been used to sell merchandise to people who never can resist the flattery of being addressed personally. When used as an advertisement it is usually accompanied by an illustration built along the lines of the pioneer grocery-clerk, pointing a virile finger at you from the page of the magazine, and putting the whole thing on a personal basis by addressing you as "You, Mr. Rider-in-the-Open-Cars!" or "You, Mr. Wearer-of-141/2-Shirts!" The appeal is instantaneous. In straight reading-matter, bound in book form and sold as literature, this Moxie talk becomes a volume of inspirational sermonizing, and instead of selling cooling drinks or warming applications, it throws dynamic paragraph after dynamic paragraph into the fight for efficiency, concentration, self-confidence and personality on the part of our body politic. A homely virtue such as was taught us at our mother's knee (or across our mother's knees) at the age of four, in a dozen or so simple words, is taken and blown up into a book in which it is stated very impressively in a series of short, snappy sentences, all saying the same thing. Such a book is called, for instance "You," written by Irving R. Allen. * * * * * "You" takes 275 pages to divulge a secret of success. It would not be fair to Mr. Allen to give it away here after he has spent so much time concealing it. But it might be possible to give some idea of the importance of Mr. Allen's discovery by stating one of my own, somewhat in the manner in which he has stated his. I will give my little contribution to the world's inspiration the title of HEY, YOU! You and I are alone. No, don't try to get away. That door is locked. I won't hurt you--much. What I want to do is make you see yourself. I want you, when you put down this book, to say, "I know myself!" I want you to be able to look at yourself in the mirror and say: "Why, certainly I remember you, Mr. Addington Simms of Seattle, you old Rotary Club dog! How's your merger?" And the only way that you can ever be able to do this is to read this book through. Then read it through again. Then read it through again. Then ring Dougherty's bell and ask for "Chester." Now let's get down to business. I knew a man once who had made a million dollars. If he hadn't been arrested he would have made another million. Do you see what I mean?