,The Other Fellow's Viewpoint

When you tell a re,tail lumberman that he should SELL IDEAS and THROIUI/ IN HIS BUILDING MATERIAL, he grins.

"Another of these merchandising THEORfES," he says, and takes it lightly, if he takes it at all.

If you were to ask the wisest men in the world who was the wisest man in the,world's history, a very large number of them would undoubtedly answer-"Socrates."

Socrates lived 2,500 years ago, had 999 wives less than Solomon, and he spoke crystalline words of wisdom that have lived through thb ages, and will live as long as civitization.

And the basic thing that Socrates taught was that a THOUGHT-and IDEA-is the mostREAL.the most SUBSTANTIALthing in all the wortd. NOT a Will-olh_e1Wisp that comes and goes in fancy, but the SOLID- EST of all things. More lubstantial ihan the rock from which Pericles was building the Parthenon, or the marble from which Phidias was lhen carving his incomparable statues.

Then there was the King whom the Bibte calls the wisest of men, his wifely habits to the contrary notwithstanding. He conceived an IDEA. It was the IDEA of a Temple. ffe conceived the IDEA and he drew the plans himselfin THOUGHT.

Then he made a deal with a man named Hirarn, who contracted to cut the logs from which to build the Temple, and bring them to Joppa by raft. He fulfilled his contract, and the Temple was built. Butyou hear nothing in the world about the building material,man, Hiram. He gets no credit whatever for the great Temple. The man with the IDEA gets all of that.

So there are two of the wisest men the world has known, who believed in and profited by THOUGHTS and IDEAS.

You, Mr. Lumber Dealer, may advertise,: "We are headquarters for lumber, roofing, millwork, sash, doors, etc., at reasonable prices."

And the answer is the same as the man gave who was asked: "What's good for a cold besides whiskey?"-which q73s-"\i[/lo cares?"

People are interested inTHEMSELVES-noI in YOU; in their NEEDS-not in your desire to sell boards.

Nobody cares a rap whether you are in business or not except insofar as it BENEFITS THEM.

So wlren you want to sell your goods to people with that mental slant, you must necessarily appeal to them from THEIR point of view.

There isn't a man anywhere who is the least bit interested in lumber except the lumbermen, and their interest is to get rid of it.

The other fellow is only interested in building THINGS. The fact that these things may be built from YOUR lumber, means little in his mind. The function of the building

(Continued on Page 43)

48,749 Miles

The accompanying letter from F. M. Connelly, Manager of the Hardrrood Flooring Departrnent of the Woo& head Lumber Company, spealc for itself.

Almost 50,m0 miles of service frorn one Goodyear All-Weather Tread Pneumatic; the others averaging 38,000 miles and better!

Certainly no stronger evidence could be desired as to the eftciency and economy of Goodyear Truck Tires in the heavy duty service of lumber truck operation.

Here at Truck Tire Headqrnrters you will find complete stocks of Goodyear Truck Tires, together with aqrpe of service that will result in long, satir factory mileage at a minimum of cost.

J. O. MEANS

WHOLESALE LUMBER

925 NEl^/ PACIFIC FINANCE BLDG. LOS ANGELES. CALIF()F'NIA

J. H. BAXTER & CO.

WHOI FSALE LUMBER

Polcr-Pilcr-4rcorotcd Mrtrrirl

Ccotral Bldg.

TRinity 6332

MARK WI LILLARD, INC.

WHOLESALE S.A,SH-DOORLPANELS l{Ol Stenfdrd Avc. - Lor Aaldct, Crl. THorn*ell E244

Southcrn Cdlforata Dbtrlbutor Nlcold Dorir Mfg. Co., Portlud, Orcaon Whlbncr Jlckrm.Co., Albuquotquc, N. M.

HARRY T. KENDALL A CALIFORNIA VISITOR

Harry T. Kendall, prominent Southern lumberman and General Sales Manager of the Central Coal & Coke Co., with headquarters in Kansas City was a recent San Francisco visitor'where he spent a few days looking over market conditions in the Bay District. Whiie in San Francisco, he was the guest of A. j. Russell of the Santa Fe Lumber Co., $/hose concern represents the Central Coal & Coke interests in California.Mr. Kendall was also a visitor in Portland and the company's mill operations at Vernonia, Oregon.

SOUTH SAN F'RANCISCO BUSINESS MEN VISIT CROCKETT

A party made up of fifteen members of the Manufacturers' Association of South San Francisco visited Crockett on March 17 rvhere they spent an interesting day inspecting the large Sugar Refining Plant. In the party was W. D. Denning, manager of the South City Lumber Co. of South San Francisco.

CARL H. HORNIBROOK A SAN FRANCISCO VISITOR

Carl H. Hornibrook, sales manager of the Hutchinson I-umber Co., Oroville, was a San Francisco visitor during the month where he spent a few days looking over conditions in the Bay District. I{e was also a guest at the Marcht l1 luncheon of Hoo-Hoo Club No. 9.

A. J. LUCAS A SAN FRANCTSCO VTSTTOR !

,A. J. Lucas, Fresno, was a recent San. Francisco visitor where he spent a few days looking over lumber ccjnditioiis and calling on the lumber trade. Mr. Lucas is an active member of the Fresno Hoo-Hoo Club and during his stay in the Bay District he rvas a visitor at the luncheon of Hoo-Hoo No. 9 on March 11.

SUPREME Oak Flooring

M"plu Flooring HardwoodLumber

ROLLINS A. BRO\MN

Direct Mill Reprerentaiive

6(M6 Carlos Ave. - GRanite 3642

FnREDTOOD

A. L. HOOVER - 706 Standard Oil Bldg. PHONES VAndlLe t5il2 TUckcr lt82

A. O. NELSON

Rqrrurcnting:

WHITNEY'S GREEN.TIED

Vcrtical Grain Fir Flooring, Cciling, Siding, Finirh, Caring, Barc, Mouldingr, Framc Partr, Cut to Length or Lineal

Central Bullding

WENDLING NATHAN @. PACIFTC LUMBER CO. TUctcr 39l.il

Henry Hink Returns From Tripto Mill

Henrv Hink, Dolbeer-Carson Lumber Co., San Francisco, was a visitor at the company's mill operations at Eureka during the month where he spent several days attending to business matters.

A. F. COATS A CALIFORNIA VISITOR

A. F. Coats of the A.F. Coats Lumber Co., Tillamook, Oregon, was a recent California visitor where he spent two weeks in the Bay District combining business with pleasure. Mr. Coats was accompaniled by Mrs. Coats and Mr. and Mrs. F. E. Beltz, Mr.-Beltz is secretary of the A. F. Coats Lumber Co.

While in San Francisco, Mr. Coats and Mr. Beltz were callers at the offices of Gritzmacher & Gunton, which company represents the Coats' interests in California.

McCORMICK OFFICIALS VISIT SAN FRANCISCO OFFICE

Ernest H. Meyer, manager of the northwest operations of the Chas. R. McCormick Lumber Co., with headquarters at Portland, and John Olson, Los Angeles manager of the company's Southern California operations, were visitors at the company's San Francisco office during the middle of the month. They spent a few days in San Francisco attehding to companv business matters.

H. H. SMITH CONSTRUCTING NE\v YARD

H. H. Smith of DalyCity is now constructing a new office building and lumber shed located on Mission Road at Daly City. This will be the site of his new yard, his present yard is located on Los Banos St., Daly City. With the completion of the new buildings, Mr. Smith will have a strictly modern plant.

SUDDEN & CHRISTENSON OFFICIALS VISIT NORTHWEST

Arthur Cahill, Louis Stewart, and C. H. Chandler of Sudden & Christenson, San Francisco, left on March 12 for the Northwest on a two weeks' business trip. Their itinerary included a stop at their Portland office and an inspection of the company's mills at Aberdeen and Raymond. \{r. Cahill and Mr. Stewart returned to San Francisco on March 27, Mr. Chandler left the party at Portland, returning to San Francisco on March 15.