salesmen, managers and superintendents, and this attitude is in the last analysis a reflection of the mental attitude of the executive head himself—not necessarily the nominal executive head, but the real executive head, however he be called.
Executives Real and Sham
Does the truckman whistle at his work? Is the salesman proud of his line and his house? Does he approach his "prospect" with the confident enthusiasm that brings orders? Does the shipping clerk take a delighted interest in getting out his deliveries? They must have this mental attitude, or you will never win. Are you yourself "making good" in this respect? Remember that, whether you know it or not, your inmost thoughts are reflected in your
voice and manner, your every act. And all your subordinates, whether they know it or not, see these things and reflect your attitude.
Mental Attitude of One's Business
Therefore, in all you do, and in all you think, do it and think it with courage and with unwavering faith, fearing nothing.
Later on we shall instruct you in specific methods that will enable you to follow this injunction. For the present we must be content with emphasizing its importance.
Psychological Engineering
In what follows in this book we shall bring forth no new principle of mental operation, but shall illustrate those already learned by reference to certain practical uses to which they can be applied. Our purpose in this is to impress
you with the immense practical value of the knowledge you are acquiring, and to show you that this course of reading has nothing to do with telepathy, spiritism, clairvoyance, animal magnetism, fortune-telling, astrology or witchcraft, but, on the contrary, that in its revelation of mental principles and processes it is laying a scientific basis for a highly differentiated type of efficiency engineering.