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Four Minute Essays By Dr. Frank Crane: 101 total pages.

Sometimes you can profit by a lie, but it is like dodging bullets; you never know when you are going to get hurt. Lying is a game. Sometimes it is a very exciting game. But it is essentially gam­bling. And gambling, any sort of gambling, is not business. The fundamental laws of business are just as accurate and as well established as the principles of geometry. It is hard to see this, for our visual range is limited. Most of us can see the crooked FOUR MINUTE ESSAYS 89 dollar coming today, but not the ten straight dollars it is going to lose us tomorrow. Real business success is cumulative. It grows like a snowball. And the one thing that makes it keep us growing, even while we sleep, is our persistent truthfulness and dependableness. If you put an advertisement in the paper announcing goods worth five dollars for sale at two dollars, and if the people come and buy, and find out the stuff is not worth ten cents, you may make a one day's gain, but you have alienated a lot of indignant customers and have started to saw away the posts that sustain your reputation.

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