The great problem here is, therefore: How can men be brought to seek consciously what now they unintentionally produce? How can the man whose ends are both self-centered and ignoble be changed into the man whose ends are wide and high? Something may doubtless be done by showing that a narrow selfishness is stupid. If we rule out monopoly the best way to gain great success is likely to lie through meeting needs of a great multitude; and to meet these effectively implies entering by imagination and sympathy into their situation. The business maxim of "service," the practices of refunding money if goods are unsatisfactory, of one price to all, of providing sanitary and even attractive factories and homes, and of paying a minimum wage far in excess of the market price, have often proved highly remunerative. Yet, I should not place exclusive, and perhaps not chief, reliance on these methods of appeal. They are analogous to the old maxim, honesty is the best policy; and we know too well that while this holds under certain conditions,--that is, among intelligent people, or in the long run,--it is often possible to acquire great gains by exploiting the weak, deceiving the ignorant, or perpetrating a fraud of such proportions that men forget its dishonesty in admiration at its audacity. In the end it is likely to prove that the level of economic life is to be raised not by proving that coöperation will better satisfy selfish and ignoble interests, but rather by creating new standards for measuring success, new interests in social and worthy ends, and by strengthening the appeal of duty where this conflicts with present interests. The one method stakes all on human nature as it is; the other challenges man's capacity to listen to new appeals and respond to better motives. It is, if you please, idealism; but before it is dismissed as worthless, consider what has been achieved in substituting social motives in the field of political action. There was a time when the aim in political life was undisguisedly selfish. The state, in distinction from the kinship group or the village community, was organized for power and profit. It was nearly a gigantic piratical enterprise, highly profitable to its managers. The shepherd, says Thrasymachus in Plato's dialogue, does not feed his sheep for their benefit, but for his own. Yet now, what president or minister, legislator or judge, would announce as his aim to acquire the greatest financial profit from his position? Even in autocratically governed countries, it is at least the assumption that the good of the state does not mean solely the prestige and wealth of the ruler.