Page 85 - Napoleon Hill Think and Grow Rich Full Book | Success Learned

NAPOLEON HILL THINK AND GROW RICH

of this great law, and suggests how they may be put to use. Observe that Asa Can-
dler and Dr. Frank Gunsaulus had one characteristic in common. Both knew the
astounding truth that IDEAS CAN BE TRANSMUTED INTO CASH THROUGH
THE POWER OF DEFINITE PURPOSE, PLUS DEFINITE PLANS.

If you are one of those who believe that hard work and honesty, alone, will bring
riches, perish the thought! It is not true!

Riches, when they come in huge quantities, are never the result of HARD work!
Riches come, if they come at all, in response to definite demands, based upon the
application of definite principles, and not by chance or luck. Generally speaking,
an idea is an impulse of thought that impels action, by an appeal to the imagina-
tion. All master salesmen know that ideas can be sold where merchandise cannot.
Ordinary salesmen do not know this-that is why they are "ordinary".

A publisher of books, which sell for a nickel, made a discovery that should be
worth much to publishers generally. He learned that many people buy titles, and
not contents of books. By merely changing the name of one book that was not
moving, his sales on that book jumped upward more than a million copies. The
inside of the book was not changed in any way. He merely ripped off the cover
bearing the title that did not sell, and put on a new cover with a title that had
"box-office" value.

That, as simple as it may seem, was an IDEA! It was IMAGINATION.

There is no standard price on ideas. The creator of ideas makes his own price,
and, if he is smart, gets it. The moving picture industry created a whole flock of
millionaires. Most of them were men who couldn't create ideas-BUT-they had
the imagination to recognize ideas when they saw them. The next flock of mil-
lionaires will grow out of the radio business, which is new and not overburdened
with men of keen imagination. The money will be made by those who discover or
create new and more meritorious radio programmes and have the imagination to
recognize merit, and to give the radio listeners a chance to profit by it.

The sponsor! That unfortunate victim who now pays the cost of all radio "en-
tertainment," soon will become idea conscious, and demand something for his
money. The man who beats the sponsor to the draw, and supplies programmes
that render useful service, is the man who will become rich in this new industry.

Crooners and light chatter artists who now pollute the air with wisecracks and sil-
ly giggles, will go the way of all light timbers, and their places will be taken by real
artists who interpret carefully planned programmes which have been designed to
service the minds of men, as well as provide entertainment.

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