In short, the type includes all those persons in any field who (like our Mr. Roosevelt) can not let well enough alone, and who speculate on how to change it.

In this third stage you make absolutely no effort of a direct nature. You drop the whole subject, and put the problem out of your mind as completely as you can.

And when you do you usually find that it is not quite the marvelous child it seemed when you first gave birth to it.

The term used by Pareto to describe the other type, the rentier, is translated into English as the stockholder-though he sounds more like the bag holder to me. Such people, he says, are the routine, steady-going, unimaginative, conserving people, whom the speculator manipulates.

an idea is nothing more nor less than a new combination of old elements.

The materials which must be gathered are of two kinds: they are specific and they are general.

In advertising an idea, results from a new combination of specific knowledge about. products and people, will general knowledge about life and events.

Once I jotted in a book the question: "Why does every man hope his first child will be a boy?" Five years later it became the headline and idea for one of the most successful advertisements I ever produced.

This technique of the mind follows five steps.