_success_, which is the antithesis of failure?

That is a logical, common-sense question. The purpose of this book and
its companion volume, "The Selling Process," is to answer it
convincingly for you.

Success _can_ be made certain; not, however, by the mere _possession_ of
particular characteristics, nor by just _doing_ particular things.

_Your_ success in life can be _assured_; but only if you supplement your
qualifications and make everything you do most effective _by using
continually, whatever your vocation, the art of salesmanship_.

* * * * *

[Sidenote: Why Are Some Men Failures Who Deserve to Succeed?]

Life can hold nothing but _failure_ for the ill-natured, unsociable,
disgusting tramp who is known to be ignorant, lazy, shiftless, a
spendthrift, a liar, and an all-around crook. Such a worthless man will
make a complete failure of life because he is so _dis_-qualified to
succeed.

On the other hand certain success ought to be achieved by the
good-natured, intelligent, reliable man who continually wins friends;
the truthful man who has a fine reputation for thrift, honesty,
neatness, and love for his work. He seems entirely worthy of success.
Yet for reasons that baffle himself and his friends it sometimes happens
that such a man is unsuccessful.

The defeat in life of one who appears so deserving of victory seems to
prove that success cannot be _assured_ by the development of individual
characteristics and by doing specific things. But such a wholly negative
conclusion would be wrong. When a worthy man fails, he loses out because
he lacks an essential _positive_ factor of certain success--the ability
to _sell_ his capabilities. _By mastering the selling process this
failure can turn himself into a success_.

[Sidenote: Self-advertised Disqualifications Unrecognized Capabilities]

We are sure of the failure of the man who is utterly disqualified to
succeed; not because he _has_ particular faults, but because they
_self-advertise a