I12 
THE MODEL STOCK PLAN 
are such big sinners in this respect that it is hard to tell which 
is the greater. People want style, but they want style and 
good taste at prices they can afford to pay. Adding need- 
less new styles increases the already excessive wastes. 
Instead of trying to create something different when competi- 
tion has reduced the profit, we should restore that profit by 
conquering some of the wastes both in ils production and 
distribution. 
If, instead of chasing the rainbow profits expected from 
originating needless new styles, we work together as pro- 
ducers and distributors to eliminate waste from the produc- 
tion and distribution of the particular article under 
consideration, we shall be able profitably to reduce the price 
still further, thus increasing the demand and restoring a 
proper rate of profit. 
Tt is just such a process that makes possible mass produc- 
tion of an article. What is more important to us as mer- 
chants, by following a policy of this kind we shall find 
ourselves engaged in mass distribution. And this must, if 
adequately done, send us squarely into the middle of the 
stream of prosperity. 
Trying to originate new styles to avoid meeting competi- 
tion resembles the antics of a waterbug in a river. He knows 
nothing of the real force of the stream that is carrying him 
along and determining his future. Instead, he goes around 
and around in a tiny circle, under the delusion that he is 
really determining his own best course. 
Now, then, how does all this fit into the Model Stock Plan 
and its usefulness in keeping ourselves open to buy new 
merchandise? It does so in this way: 
If we hold our minds to the basis of service to the customer, 
we avoid all conscious substitution of styles for values. Like- 
wise, we refuse to buy such artificially stimulated styles and 
thus help to discourage producers from originating them 
and thereby gain the valuable reputation of offering more 
really good styles. 
Each new item that we add to our stock we add only 
because it belongs in our full line at a definite price. Itmust