the franklin and algier advice about hard work, firm moral character, prudential habits of saving and thrift, all of this, i think, seemed irrelevant in many ways in this new society where, in people's daily lives, in bureaucratic settings, they were involved in interactions on a daily basis with dozens and maybe even hundreds of people over and over again. the old standard of hearty individualism just did not do much for them. in this new environment. carnegie's book, "how to win friends" dressed the situation directly and printed an irresistible messaging that people responded to very enthuseaticly, and that messaging was, quite simply, one could find success in the modern world by developing attractive personal traits, by developing and displaying self-confidence, by developing skills in human relations, and, most simply, as carnegie would put it, by getting people to like you. that was the game. carnegie insisted, and as some of you may know if you have head this book -- insists over and over again that getting ahead in life, securing a better job, making more money, enjoying the