SALESMAN  AND  CUSTOMER  253

you  mentally  and  help  your  firm  financially.
Study  the  needs  of  the  various  countries
through  which  you  pass.  Observe  what  the
people  require.  Listen  to  suggestions  from  all
sources.  European  successes  in  these  markets
were  greatly  advanced  by  giving  the  people
just  what  they  wanted.  Yours  will  come  in
the  same  manner.  Remember  that  a  vast
majority  of  the  population  whom  you  will
meet  are  either  Indians  or  of  Indian  origin.
Their  tastes  are  sure  to  be  primitive,  to  incline ­
  to  gaudy  colorings  and  lack  practicability. ­
  Remember,  too,  that  they  are  paying  the
bills.  If  they  want  the  things  that  offend  your
educated,  aesthetic  eye,  forget  it  and  explain  to
the  house  why  they  should  make  them  as  desired. ­
  It  is  always  easier  to  follow  styles  in
vogue  for  centuries  than  to  create  new  ones
and  foist  them  on  the  public.
Latin  America  has  always  been  a  hotbed  for
disease.  Be  abstemious  in  eating  and  drinking. ­
  Alcoholic  beverages  should  be  taboo,  inasmuch ­
  as  they  unnecessarily  heat  the  system. ­
  Water  supplies  are  inefficient  and