Over a period of time this amounts to a really substantial penalty. Let's say a family spends $100 a week for food, and because they've been mistreated or even get the feeling they're not appreciated or liked, they stop doing business at one store and take their business to another one. That's a penalty to one store of $5,200 a year and an increase of that amount at another store. In 10 years it amounts to $52,000. This amount of money can be lost by not realizing who the boss really is. The same thing applies to our clothes, drug items, hardware, cleaning, gasoline, automobiles, everything we purchase

So let's talk about you and your boss. Who is your boss? You have only one and every working person, from the president of the largest corporation to the shoeshine boy, has the same boss. He is simply the customer. There never has been, there is not now, and there never will be any boss but the customer. He is the one boss you must please. Everything you own he has paid for. He buys your home, your cars, your clothes. He pays for your vacations and puts your children through school. He pays your doctor bills and writes every paycheck you will ever receive. He will give you every promotion you will ever obtain during your lifetime, and he will discharge you if you displease him.

Sometimes, particularly these days of seemingly complex economics and big business, we lose sight of just what business is. It all started back during the most primitive times. A man, in order to fend for himself and his family, had to provide his own food and his own shelter. He had to do his own fighting and fashion his own rough clothes and crude weapons for hunting and materials for fishing. Later he had to manufacture his own farming implements. In short, each person had to personally take care of every department of his or her life.

Naturally it came about that men and women with certain talents appeared. One person was particularly adept at fashioning spears, another at fishing, another at hunting, another at making garments, and so on. It was only natural that soon these individuals found that they could best spend most of their time in the pursuit of that at which they were most talented and trade their production for the production of others.

As a result, the person who made spears found that others would give him a share of their food, clothing, and so on, if he'd provide them with spears. Thus, trade and commerce began. It's far more complex today but still based on the same principle. A person's money is the result of his production, and he trades it for things he needs and wants. And it's here that logical discrimination comes into the picture.

Since his money is the result of his work, it's left to his discretion as to where he spends it. It is here that he assumes the role of boss. He will spend his money only with those whom he feels have earned it. And this is as it should be. You and I are exactly the same way. If someone treats you badly in any way, you instinctively feel that he has not earned your business and you will withhold it from him.

Over a period of time this amounts to a really substantial penalty. Let's say a family spends $100 a week for food, and because they've been mistreated or even get the feeling they're not appreciated or liked, they stop doing business at one store and take their business to another one. That's a penalty to one store of $5,200 a year and an increase of that amount at another store. In 10 years it amounts to $52,000. This amount of money can be lost by not realizing who the boss really is. The same thing applies to our clothes, drug items, hardware, cleaning, gasoline, automobiles, everything we purchase

Sometimes, particularly these days of seemingly complex economics and big business, we lose sight of just what business is. It all started back during the most primitive times. A man, in order to fend for himself and his family, had to provide his own food and his own shelter. He had to do his own fighting and fashion his own rough clothes and crude weapons for hunting and materials for fishing. Later he had to manufacture his own farming implements. In short, each person had to personally take care of every department of his or her life.

Naturally it came about that men and women with certain talents appeared. One person was particularly adept at fashioning spears, another at fishing, another at hunting, another at making garments, and so on. It was only natural that soon these individuals found that they could best spend most of their time in the pursuit of that at which they were most talented and trade their production for the production of others.

As a result, the person who made spears found that others would give him a share of their food, clothing, and so on, if he'd provide them with spears. Thus, trade and commerce began. It's far more complex today but still based on the same principle. A person's money is the result of his production, and he trades it for things he needs and wants. And it's here that logical discrimination comes into the picture.

Since his money is the result of his work, it's left to his discretion as to where he spends it. It is here that he assumes the role of boss. He will spend his money only with those whom he feels have earned it. And this is as it should be. You and I are exactly the same way. If someone treats you badly in any way, you instinctively feel that he has not earned your business and you will withhold it from him.

Over a period of time this amounts to a really substantial penalty. Let's say a family spends $100 a week for food, and because they've been mistreated or even get the feeling they're not appreciated or liked, they stop doing business at one store and take their business to another one. That's a penalty to one store of $5,200 a year and an increase of that amount at another store. In 10 years it amounts to $52,000. This amount of money can be lost by not realizing who the boss really is. The same thing applies to our clothes, drug items, hardware, cleaning, gasoline, automobiles, everything we purchase

Naturally it came about that men and women with certain talents appeared. One person was particularly adept at fashioning spears, another at fishing, another at hunting, another at making garments, and so on. It was only natural that soon these individuals found that they could best spend most of their time in the pursuit of that at which they were most talented and trade their production for the production of others.

As a result, the person who made spears found that others would give him a share of their food, clothing, and so on, if he'd provide them with spears. Thus, trade and commerce began. It's far more complex today but still based on the same principle. A person's money is the result of his production, and he trades it for things he needs and wants. And it's here that logical discrimination comes into the picture.

Since his money is the result of his work, it's left to his discretion as to where he spends it. It is here that he assumes the role of boss. He will spend his money only with those whom he feels have earned it. And this is as it should be. You and I are exactly the same way. If someone treats you badly in any way, you instinctively feel that he has not earned your business and you will withhold it from him.

Over a period of time this amounts to a really substantial penalty. Let's say a family spends $100 a week for food, and because they've been mistreated or even get the feeling they're not appreciated or liked, they stop doing business at one store and take their business to another one. That's a penalty to one store of $5,200 a year and an increase of that amount at another store. In 10 years it amounts to $52,000. This amount of money can be lost by not realizing who the boss really is. The same thing applies to our clothes, drug items, hardware, cleaning, gasoline, automobiles, everything we purchase

As a result, the person who made spears found that others would give him a share of their food, clothing, and so on, if he'd provide them with spears. Thus, trade and commerce began. It's far more complex today but still based on the same principle. A person's money is the result of his production, and he trades it for things he needs and wants. And it's here that logical discrimination comes into the picture.

Since his money is the result of his work, it's left to his discretion as to where he spends it. It is here that he assumes the role of boss. He will spend his money only with those whom he feels have earned it. And this is as it should be. You and I are exactly the same way. If someone treats you badly in any way, you instinctively feel that he has not earned your business and you will withhold it from him.

Over a period of time this amounts to a really substantial penalty. Let's say a family spends $100 a week for food, and because they've been mistreated or even get the feeling they're not appreciated or liked, they stop doing business at one store and take their business to another one. That's a penalty to one store of $5,200 a year and an increase of that amount at another store. In 10 years it amounts to $52,000. This amount of money can be lost by not realizing who the boss really is. The same thing applies to our clothes, drug items, hardware, cleaning, gasoline, automobiles, everything we purchase

Over a period of time this amounts to a really substantial penalty. Let's say a family spends $100 a week for food, and because they've been mistreated or even get the feeling they're not appreciated or liked, they stop doing business at one store and take their business to another one. That's a penalty to one store of $5,200 a year and an increase of that amount at another store. In 10 years it amounts to $52,000. This amount of money can be lost by not realizing who the boss really is. The same thing applies to our clothes, drug items, hardware, cleaning, gasoline, automobiles, everything we purchase.

The average family earns more than $42,000 a year. This money pays your salary and mine if we earn it. And our prosperity as individuals hinges directly on our attitude toward what we do for a living. The man who works on an automotive assembly line might not think much about the car at the point of sale, nor about the family who will eventually buy and travel in that car. But that family pays his salary, and they will withhold the purchase of the car on which he works if it does not earn their respect and admiration.

If you doubt this even for a moment, think of the cars that once were popular and that can no longer be seen on the road. This applies to all products. Having earned a successful place in the economy should not be confused with keeping it. It must be earned every day, year in, year out. There's not a single company that could not go out of business. Everything depends on how the boss is treated, the boss being the customer. And yet the customer is eminently fair, just as you are. He can be won back, and if he's treated with the importance that he deserves, he can in a few years bring a lot of other people into your place of business.

Let me tell you something you may not have thought about. If you get in your car and start driving across the country, you will pass many thousands of businesses, from small restaurants, drug stores, grocery stores, gas stations, to great sprawling corporate complexes covering hundreds of acres and employing thousands of people. By simply looking at each one you can tell how they're treating the boss.

Did you know that your rewards are in exact proportion to your service? That's right. We're paid exactly what we earn, but no more. And you can tell by looking at any business exactly what it has earned by seeing what it has. It's the same with people. We get back exactly what we earn, but not a penny more. And this, again, is just the way it should be. A person might be underpaid for a while, but the scales of life must balance eventually and he will, in the end, receive just what he's earned.

There are of course two ways in which we're paid for what we do. One is tangible in the form of money, and the other is intangible, but just as important. To many it's more important. This latter form of payment comes in the form of inner satisfaction, in the form of joy as a result of accomplishment. It also comes in the form of satisfaction in position and the standing it gives us.

So each of us is paid in these two ways: money and satisfaction. And there's a very simple way to increase both of these forms of income. You may wonder how I can say that I can tell you of a simple way to increase your income from the standpoint of money as well as inner satisfaction. Yet I can, and you'll be able to see and spend the results.

First, I want you to understand and believe completely the great law that lies as the foundation of all life, business and personal. It is that our rewards in life will be in exact proportion to our service. The more you think about this and observe people and bu