Chapter 1

LET'S PLUNGE INTO ACTION RIGHT NOW

Here we have a man who could please all the girls, especially one.

How come?

Well, now, because he was a man of action. A rascal maybe, but at least he wasn't dull!
A psychologist from one of our colleges uses a large cardboard picture to illustrate our need for swinging forward. The picture shows two bells, each in its own tower. One bell is swinging merrily; the other is motionless and silent. Below the motionless bell the crowds walk by, ignoring it. But below the swinging bell everyone looks up with interest and appreciation.

"Let that remind you," the point is made, "that it's the swinging personality who attracts success."

Act up! There are delightful surprises awaiting the man who will simply plunge into persistent action, more action, energetic action, any action.

I want to tell you about one of these surprises. Let's call it:

YOUR SECRET SERVANT NAMED SERENDIPITY

Have you ever succeeded at anything by employing your secret servant called serendipity?

No doubt you have, dozens of times. Probably, however, you didn't call it by that curiously rhythmic word. (Say "serendipity" aloud a few times and it will probably run through your head for awhile!)

What is it?

Well, it boarded Columbus' ship, the Santa Maria, and steered her toward the New World.

Serendipity assisted John D. Rockefeller to establish his financial empire.

It secretly served Charles Goodyear when that inventor accidentally discovered the vulcanization of rubber.

Serendipity means that you discover something of value when on the track of something else. It means that while you are working for a certain result a better one turns up. It's an unexpected and delightful prize. The businessman who makes a profitable contact while having fun at a party is helped by serendipity. So is the woman who goes shopping for shoes and runs across just the right earrings.

This curiously beneficial power was given the catchy name of serendipity by British novelist Horace Walpole. In one of his books, The Three Princes of Serendip, he tells about people who find wondrous treasures while searching for other things. You'll find the word defined in larger dictionaries.

Serendipity is always at your side whenever you employ your magic power of action. It makes you lucky. It supplies bountiful pleasures and profits.

HOW TO BE HAPPILY SURPRISED

You could fill a big book with stories of people who won success by unknowingly connecting themselves with this curious power. One of the best of these tales is the adventure of Thomas Cook, founder of the world-wide travel bureau of Thos. Cook and Son (the founder insisted on Thos., not Thomas).

Thomas Cook, an Englishman, was working for a publisher of religious books when an assignment came for him to arrange a meeting. Since it was to be held at a distant village, Cook thought it a good idea to arrange the transportation of those wishing to attend. He called on officials of the Midland Railway who not only agreed to run a special train but granted reduced fares.

The entire action was an enormous success, especially when the enthusiastic passengers spread the word of their exciting adventure. Other organizations soon came to Thomas Cook to ask his help in providing for their adventures-in-travel. That was the unexpected beginning of the famed Cook's Tours, now serving millions of tourists around the world.

How can you make serendipity serve you with its dynamic power? To find out, I'd like to talk with you personally for a moment. Have you noticed how much more swiftly you grasp something you enjoy doing, like dancing? Well, I want to invite you to enjoy this book with me, to make it an interesting adventure. Don't strain over anything and don't worry if you don't grasp everything at once. Read relaxed, read for fun.

That is how you can best win happy surprises from this book. After that, you will find them in your own life.

SIX MAGIC WORDS THAT WORK WONDERS

Any businessman who can sell $1,000 worth of merchandise per day can also sell $2,000 worth. Any employee who can turn out good work can also produce the superior kind that leads to promotion. Any woman who can persuade a man to treat her like a lady can also influence him to attend her like a princess.

I want to give you six magic words that work wonders when you want to turn small successes into big ones. But first, let's grasp the fact that the difference between a small triumph and a major one is in the action that caused it. When you expand your activities you automatically enlarge your successes. Some engineers were digging an underground canal in southern Italy when their shovels uncovered some ancient materials with strange inscriptions written on them. They expanded their digging operations. That action led to the rediscovery of the wealthy city of Pompeii, covered for centuries by volcanic lava from Mount Vesuvius.

Here are your six magic words:

Do more of a right action.

That's quite an idea, when you stop to think about it. You can apply it to any area of living with rich results. Start using those six magic words in both your business life and in your personal affairs. Here are two steps for best use:

First, ask yourself, "What am I doing right?" Think it through. Review those activities that are working out for you.

Next, ask the question, "How can I do more of those right actions?" Let your imagination dash around. Let it uncover fresh outlets for those correct procedures of yours.

HOW THE SIX MAGIC WORDS SUCCEEDED

One man mixed this plan with grape juice. He came up with an exciting adventure in success. The adventurer was Dr. Thomas B. Welch, founder and pioneer of the Welch Grape Juice Company, of Westfield, New York.

Dr. Welch started things in a town suitably named for a man passionately devoted to the study of grapes, Vineland, New Jersey. He eagerly read every scrap of information he could get on grape varieties, including the famous Concord grape which was developed after 20,000 experiments. The findings of French scientist Louis Pasteur were studied. Dr. Welch wanted to know whether grape juice could be bottled and kept in unfermented form.

All the while he matched his mental explorations with physical energy. His endless enthusiasm kept him busy in the kitchen of his home where he squeezed and bottled gallons and gallons of the rich purple liquid. He finally discovered a bottling process that kept the juice pure and delicious. Off it went to market.

Orders came in so briskly that soon he had to build a small brick factory. The future looked just fine for Dr. Welch and his grape juice business. But then something happened, or rather, something didn't happen. Grape juice was being produced by the gallons but orders didn't match the increased output. Realizing that most of his customers were within the New Jersey and New England areas, Dr. Welch thought of a simple solution — he would offer his product to a wider world of consumers. He and his son, Charles, who had now joined the young industry, placed a one-inch advertisement in a church paper. With high hopes they waited for things to happen. Not much did. Dr. Welch wondered whether he had been wasting his time after all. Maybe, his doubtful mind told him, it had been a mistake to place his future in grape juice.

But he was, by nature, a persistent pioneer. He knew there was only one thing to do when everything looked dark—to strike boldly toward the light. After carefully looking the situation over he concluded that he had been acting rightly all along. With this in mind, what was the answer to the present problem of insufficient orders?

The answer flashed: Do more of a right action.

Having thought, he acted. He and his son signed a contract for general magazine advertising. That did it. Sales rose at once a rewarding 25%. People who read the ads bought the juice. They liked it and have bought it ever since.

Dr. Welch had his grape juice business. He attached it to a scientific principle of success. And won.

You also have your own business or ambition. You can also attach it to this dynamic principle. And win.

If you want to turn a small success into a big one, do this:

Do more of a right action.

YOUR THREE KEYS TO GENUINE ACTION

From the very start I'd like to suggest that you make this book of practical value to you. It should be used with down-to-earth benefits in mind. After all, life itself is pretty practical. We are interested in—and should be vitally interested in—practical results from our everyday actions.

We want self-advancement. We welcome the easing of nerves and pressures. All of us desire financial security. As healthy people we want pleasurable sex experiences. We want someone to love us.

What all of us really want from our actions are personal and satisfying benefits. If we do not fulfill these natural needs to a reasonable degree we are not really living. Existing, maybe—but not living.

One woman who came for counsel opened the session like this:

"Know what?"
I asked her, "What?"

"I'm tired of it."

"Tired of what?"

"Of inventing phony devices for getting through my day. I'm weary of the whole pretentious mess. My activities are counterfeit; they mean nothing. But I pretend they do. I'm fed up with pretending. Now what do I do?"

"Now you can congratulate yourself," I told her. "You see at last the futility of pointless activity. Good. Now we can help you along with genuine ones."

You may ask, "But what is genuine action?"

This: Genuine action is that which contributes anything of practical value to you.

An honest effort to understand yourself is genuine action. Driving your car to a business meeting is another kind. Giving helpful advice to your children is right action. So is selling merchandise. So is loving someone.

A right action is one that contributes to your inner development or to your outer prosperity.

A wrong action is one that harms your inner self or damages your exterior prosperity.

Authentic action includes three elements. It must be:

1.    Definite
2.    Interesting
3.    Rewarding

1.   MAKE IT DEFINITE

When John Jacob Astor left his home in the village of Waldorf, Germany, he had a definite purpose—to become a wealthy man through constructive action. He backed up his purpose with energy and enthusiasm as he became a merchant, and later invested in New York real estate. His definite actions led to a fortune worth at least $20,000,000. Your clear-cut activities can likewise lead you to the fortunes you desire. Listen to what the authors of Psychology have to say about purposefulness:

A purpose can be the most definite of motives and the most powerful. The more definite the goal, the more determined you are to overcome obstacles and put in the necessary effort.
2.   MAKE IT INTERESTING

Find an action that really fascinates you. Don't try to manufacture an interest; it won't work. Start off by cheerfully asking yourself, "Honestly, now, what really interests me?" It could be, as in the case of John Jacob Astor, a financial fortune. Or maybe your interest lies in adding valuable people to your life. Perhaps you'd like to learn a new skill. The idea is to make sure that it is a spontaneous and enthusiastic action; not just something you think you should be interested in or what others expect of you. Forget dutiful action. For once in your life do what you really want to do. Writes Dr. Alexis Carrel:

Everyone feels the desire to live according to his own fancy.

3.   MAKE IT REWARDING

Actions that promise you a personal reward are power-packed. So make sure that your activity offers a prize that you eagerly want! And remind yourself of it constantly. You may have read of Thor Heyerdahl's modern voyage, a sea drama packed with fascinating adventure. This Norwegian scientist believed that Polynesia had been settled long ago by the ancient inhabitants of Peru, in South America. He was convinced that the Peruvian boats had been carried on natural currents and winds to those South Pacific islands. To prove it, he did it! Heyerdahl's 45-foot raft, Kon-Tiki, floated steadily away from the coast of Peru and 101 days later reached its destination in Polynesia. The scientific rewards of that action were enormous.

Empower yourself with rewarding action!

WHY EASY ACTION IS BEST FOR YOU

The prettiest woman in the office went out for an evening's worth of fun with the least attractive man in the office. "Why did you go out with him?" asked her girl friends. "Because," she replied, "he asked me."

Do you want something? Here is the golden rule: Whenever you want something, always do the most obvious thing to get it. Ask for it. Perform the easy act. Take the direct route. Look for the obvious answer. "The greatest results in life are usually attained by simple means and the exercise of ordinary qualities." (Feltham)

Edgar Allan Poe's mystery tale, "The Purloined Letter," is an excellent illustration. The action takes place in Paris during the days of kings and royal mistresses. A letter is written by a man to a lady in royal favor. It is stolen from her apartment by a scheming government official. The villain promptly blackmails the lady, using the letter to seize political power. The distressed lady calls upon the Prefect of the Parisian police to recover the message.
The police are sure of only one thing—that the dangerous letter is hidden somewhere in the official's apartment. They miss nothing in searching the place. Furniture is taken apart. They look for secret panels. Boxes and packages are explored. They peer under rugs and into books. Nothing. No letter.

The police chief finally appeals to a clever detective, C. Auguste Dupin, offering him 50,000 francs for finding the letter.

Dupin looks. Finds it. Where? Right out in the open. The letter had been resting innocently in a card rack in full view of everyone.

The unsuccessful policemen had searched everywhere but the most likely place. The more direct Dupin looked in the obvious place and found what he wanted.

Experiment with this idea in your own way. Find areas where you can apply it to practical advantage. Do the direct and the easy thing. Cut through mental red tape and get to the point. Shoot straight for the target.

The busy businessman wanting to save precious minutes could examine his letters and find ways to say just as much in half the words. The teacher wishing to reach her students with maximum effect could state the facts of the lesson in plain language. The person hoping to be a more likable individual need only perform more likable actions. The friend wanting to repair a misunderstanding need only approach the other person with a friendly, "Let's clear the air." Dr. William B. Terhune, in his book Emotional Problems and What You Can Do About Them, wisely advises:

"Take the attitude that there is always a way and—what is more—a simple, satisfactory way to deal with all situations."

HOW A SIMPLE QUESTION STARTED A BANK

One day a man with a springy step and a confident manner marched into the office of a bank. Standing before the vice-president's desk he announced, "I'm going to start a bank. Tell me how to do it."

That simple statement of purpose and that direct question really started something in the banking world. As a matter of fact it was the beginning of one of the largest financial institutions in the world today. The speaker was A. P. Giannini. The institution he brought into existence is known today as the Bank of America.

A. P. Giannini had already earned a measure of success when he stepped into that office. But he wisely realized that the direct kind of action in this new enterprise was to ask for expert advice.

His young bank grew and prospered as he continued with his straightforward actions. He offered small loans to those turned down elsewhere. He carefully explained to people the advantages of depositing money in his bank. People thought of him as a friend first and a banker second. All because he possessed a clear mind that produced simple and direct actions. He did things the easy way.

People sometimes ask me, "But what should I do when I don't know what to do?"

The answer is, see what you can do with the most obvious course of action. It will do far more for you than anything complicated.

REVIEW YOUR EXCITING ACTIONS

1. Make up your mind to lead an exciting life through constructive action.

2. Genuine action makes dreams come true and cures all unhappiness. English author John Ruskin sums it up, "Doing is the great thing."

3. Remember, nothing happens until someone plunges into action. If you want things to happen, you plunge into action!

4. Employ your secret servant serendipity. It works alongside everyone who acts.

5. As a starting action, relax with this book as you read it. Make it an enjoyable adventure.

6. To succeed at anything at all, remember the six magic words: Do more of a right action.

7. Keep in mind that genuine action is that which gives you something of practical value.

8. Make your actions definite, interesting and rewarding.

9. Always do things the easy way. Look for the most obvious way to get what you want, then plunge ahead.

10. Whenever you don't know what to do—act up!