Founder Standard Oil
By: Trentwell Mason White - 1920
The underlying, essential element of success in business affairs is to follow the established laws of high class dealing. Keep to broad and sure lines, and study them to be certain that they are correct ones. Watch the natural operations of trade, and keep within them. Don't even think of temporary or sharp advantages. Don't waste your effort on a thing which ends in a petty triumph unless you are satisfied with a life of petty success. Be sure that before you go into an enterprise you see your way clear to stay through to a successful end. Look ahead. Study diligently your capital requirements, and fortify yourself fully to cover possible setbacks, because you can absolutely count on meeting setbacks. There is no mystery in business success — there can be no permanent success without fair dealing that leads to widespread confidence in the man himself, and that is the real capital we all prize and work for."