Contents

Editor's Note 

1. Shiny Dimes and the Slow-Money Ethic 
2. Some Grand Old Legends 
    The great merchandiser 
    The man who sold holes 
    The man who passed "go" 
    The lady who rode the wind 
    The pantsmaker 
3. Two Well-Traveled Routes 
    Where the fortunes grow 
4. The Fantasy Land of Franchising 
    The lady who won by losing 
    The man who won by losing 
    Selling to the sellers 
5. The Second-Man Effect 
    Get-Up-and-Go, Ltd. 
6. Fast Frolics in the Fun and Fad Markets 
    The men from Wham-O 
    Mr. Gentry's terrible-tasting cereal 
    The downhill riser 
7. Right Place, Right Time 
    The well-sited airport 
    The well-timed wheels 
    The service everybody needed 
8. The Business of Show Business 
    Scoring in the athlete market 
    High notes in the music business 
9. A Simple Idea is Enough 
    If it doesn't fit, cut a hole in it 
    If it's cumbersome, fold it 
10. Not by Bread Alone 
    A lobsterman in Maine 
    A groceryman in Utah 
11. The Man Who Decided to be Rich 
      From nowhere to almost everywhere in three years 
      . . . And how it's done 
12. The International Ploy 
    How to make old ideas new 
13. The Speeders 
    The great borrower ascendant 
    The great borrower down a peg 
    The nose-thumber ascendant 
    The nose-thumber down a peg 
14. Missing from the Curriculum 
    The car-lover 
15. The Anti-Salary Philosophy 
    A club for future millionaires 
16. Route Maps