Emerson Was a Smart Guy But He Wasn't A Sales Expert

By Jack Dionne

The world har mumbled and jumbled and paid tribute to rnore old and elToneour gage, and hailed them ac the errence of wirdom, than it har any conception of.

We've tdkd of lotr of them in there columnr. Shakecpeare and other great men have over-rold the world on tte blown-up notion that "Opportunity krockr but oncq" and thereby dimmed the aspirationr and ambitionr of millionc of men, and there never wa! even a remblance of truth in tte thought.

.Another epigram that har been venerated in thir counhy ever rince it war printed, and held up as a pure pearl of human wirdom on tenr of thourandt of occasionr, ir the one I have in mind right now, becaure I have been reading and hearing it often of late.

That's the one that Emercon wrote about how if you make even a moure-trap better than the other fellow makes, that even though you live in the depths of the forert, the world will make a beaten path to your door. It'r a good thing that buriness men take no rtock in euch impractical rot, or they would all rtanre to death. There miy, rome time in the world's hirtory, have been a time when that moure-trap rtory might have had rome foundation of fact, but I cantt imagine when it war.

The great Englirh poet, Gran in hir moet beauti- ful "Elegy rin a Country Chuich Yardr" uttered thoughtr in thir rame direction that tvere a thourand timer nearer thc tnrth than thir rnoute.trap idea of Emerron'r. Gray rang of thorc who hrvc lived, had wondcrful thoughtr, porrcred mighty powerr, and

New Yard At Wilmington

Work has started on the construction of a new lumber yard at Wilmington which will be known as The Coast Lumber & Supply Co. The nerv yard will be located at 521 East Anaheim Street. R. P. Holmes, for the past few years with the Wilmington Builders' Supply Co. of Wilmington, and Sidney R. Francis, of St. Louis and Los Angeles, are the owners of the new company. Mr. Francis is a son of the late Governor Francis of Missouri.

died without the world ever rrrpecting ttcir poercr. rion.

Not only bettcr moruc-trap makcn, but "Mutc, ingloriour Miltone" had gonc rnder the rod and never been heard of, in Gray'r beautiful and truthful rtory.

No, bruiner! men, dontt let anyone try to put ttat Emerron idea over on you, becanue if you do your "rnouse trapr" will rtay on your rhelvec a long time, and there won't be any beaten pat[ to your door.

In thir day and generation it ir not only necersary that you build a better moure-tfap than the other fellow, but it ir iut ar important that you force a whole lot of people to rurderutand and appreciate that fact. And it won't help for you to tell thert only once or twice. No matter how good your mouse-trap may be, you have got to make it right, advertirc it right, and sell it right. And if you don't do the last two, the firct one won't keep you from business starvation, and don't you forget.

Emerson war evidently in collaboration with the author of "Everything comer to him who waitr.t' If anythins come! to him who waitr in thir day and age, we haventt been able to trace tbe fact.

Opportunity reemr alwayr ready to corne running to meet the fellow who it out gunning for her, and ehe har alr i6q61ting habit of hshting on the choulder of the fellow who b rbooting jurt a little etraighter and more forcefully then -tht sommon herd.

L. A. MORRISON ON SOUTHERN TRIP

L. A. Morrison, San Francisco, representative of the Eastern & Western Lumber Co., was a Los Angeles visitor around the latter part of February where he spent a few days prior to his leaving for Arizona. He was making his semi-annual trip through the Southern California and Arizona territories where he was making a survey of lumber conditions and calling on the lumber trade.