Introduction

There are many reasons why I decided to write Ibis

book. Some are obvious, impersonal business tacts tbat

indicated to me that the time was right for such a guide

book. Other reasons are retrospectively personal, be-

cause I remember back to the days when I first opened

my own business and see how the many blunders I

made could have been avoided or at least lessened.

The other reasons are somewhat philosophical, having

to do with my attitude toward one s work and one s

career.

The law of supply and demand weaves in and out

of the business facts tbat inadc me start to write.

Toward the end of the 1950s and in the beginning of

the 1960s many Americans underwent a change in their

attitudes and life styles. The conformity or the 50s,

with its compartmentalized rigidities of the "right ad-

dress," the "right clothes," the " right job" was giving

way to a freer way of living. People stopped trying to

look or behave exactly like other people and hegan

to feel that it was all right just to look like themsehes

and act like themselves and feel like themselves.