"Sit down a minute, boy." He waved one great heavy hand toward a
near-by chair. His eyes were not fixed on Jock. They gazed out of
the window toward the great white tower toward which hundreds of
thousands of eyes were turned daily--the tower, four-faced but
faithful.

"McChesney, do you know why you fell down on that Athena account?"

"Because I'm an idiot," blurted Jock. "Because I'm a
double-barreled, corn-fed, hand-picked chump and--"

"That's one reason," drawled the Old Man grimly. "But it's not the
chief one. The real reason why you didn't land that account was
because you're too darned charming."

"Charming!" Jock stared.

"Just that. Personality's one of the biggest factors in business
to-day. But there are some men who are so likable that it actually
counts against them. The client he's trying to convince is so
taken with him that he actually forgets the business he
represents. We say of a man like that that he is personality plus.
Personality is like electricity, McChesney. It's got to be tamed
to be useful."

"But I thought," said Jock, miserably, "that the idea was not to
talk business all the time."

"You've got it," agreed Berg. "But you must think it all the time.
Every minute. It's got to be working away in the back of your