The Mastery of Success. Thorstein Veblen

      CHAPTER II.

       Table of Contents

      DEFINITION OF THE WORD HUMBUG.—WARREN OF LONDON.—GENIN, THE HATTER.—GOSLING’S BLACKING.

      Upon a careful consideration of my undertaking to give an account of the “Humbugs of the World,” I find myself somewhat puzzled in regard to the true definition of that word. To be sure, Webster says that humbug, as a noun, is an “imposition under fair pretences;” and as a verb, it is “to deceive; to impose on.” With all due deference to Doctor Webster, I submit that, according to present usage, this is not the only, nor even the generally accepted definition of that term.

      We will suppose, for instance, that a man with “fair pretences” applies to a wholesale merchant for credit on a large bill of goods. His “fair pretences” comprehend an assertion that he is a moral and religious man, a member of the church, a man of wealth, etc., etc. It turns out that he is not worth a dollar, but is a base, lying wretch, an impostor and a cheat. He is arrested and imprisoned “for obtaining property under false pretences” or, as Webster says, “fair pretences.” He is punished for his villainy. The public do not call him a “humbug;” they very properly term him a swindler.

      A man, bearing the appearance of a gentleman in dress and manners, purchases property from you, and with “fair pretences” obtains your confidence. You find, when he has left, that he paid you with counterfeit bank-notes, or a forged draft. This man is justly called a “forger,” or “counterfeiter;” and if arrested, he is punished as such; but nobody thinks of calling him a “humbug.”

      A respectable-looking man sits by your side in an omnibus or rail-car. He converses fluently, and is evidently a man of intelligence and reading. He attracts your attention by his “fair pretences.” Arriving at your journey’s end, you miss your watch and your pocket-book. Your fellow passenger proves to be the thief. Everybody calls him a “pickpocket,” and not withstanding his “fair pretences,” not a person in the community calls him a “humbug.”

      Two actors appear as stars at two rival theatres. They are equally talented, equally pleasing. One advertises himself simply as a tragedian, under his proper name—the other boasts that he is a prince, and wears decorations presented by all the potentates of the world, including the “King of the Cannibal Islands.” He is correctly set down as a “humbug,” while this term is never applied to the other actor. But if the man who boasts of having received a foreign title is a miserable actor, and he gets up gift-enterprises and bogus entertainments, or pretends to devote the proceeds of his tragic efforts to some charitable object, without, in fact, doing so—he is then a humbug in Dr. Webster’s sense of that word, for he is an “impostor under fair pretences.”

      Two physicians reside in one of our fashionable avenues. They were both educated in the best medical colleges; each has passed an examination, received his diploma, and been dubbed an M. D. They are equally skilled in the healing art. One rides quietly about the city in his gig or brougham, visiting his patients without noise or clamor—the other sallies out in his coach and four, preceded by a band of music, and his carriage and horses are covered with handbills and placards, announcing his “wonderful cures.” This man is properly called a quack and a humbug. Why? Not because he cheats or imposes upon the public, for he does not, but because, as generally understood, “humbug” consists in putting on glittering appearances—outside show—novel expedients, by which to suddenly arrest public attention, and attract the public eye and ear.

      Clergymen, lawyers, or physicians, who should resort to such methods of attracting the public, would not, for obvious reasons, be apt to succeed. Bankers, insurance-agents, and others, who aspire to become the custodians of the money of their fellow-men, would require a different species of advertising from this; but there are various trades and occupations which need only notoriety to insure success, always provided that when customers are once attracted, they never fail to get their money’s worth. An honest man who thus arrests public attention will be called a “humbug,” but he is not a swindler or an impostor. If, however, after attracting crowds of customers by his unique displays, a man foolishly fails to give them a full equivalent for their money, they never patronize him a second time, but they very properly denounce him as a swindler, a cheat, an impostor; they do not, however, call him a “humbug.” He fails, not because he advertises his wares in an outre manner, but because, after attracting crowds of patrons, he stupidly and wickedly cheats them.

      When the great blacking-maker of London dispatched his agent to Egypt to write on the pyramids of Ghiza, in huge letters, “Buy Warren’s Blacking, 30 Strand, London,” he was not “cheating” travelers upon the Nile. His blacking was really a superior article, and well worth the price charged for it, but he was “humbugging” the public by this queer way of arresting attention. It turned out just as he anticipated, that English travelers in that part of Egypt were indignant at this desecration, and they wrote back to the London Times (every Englishman writes or threatens to “write to the Times,” if anything goes wrong,) denouncing the “Goth” who had thus disfigured these ancient pyramids by writing on them in monstrous letters: “Buy Warren’s Blacking, 30 Strand, London.” The Times published these letters, and backed them up by several of those awful, grand and dictatorial editorials peculiar to the great “Thunderer,” in which the blacking-maker, “Warren, 30 Strand,” was stigmatized as a man who had no respect for the ancient patriarchs, and it was hinted that he would probably not hesitate to sell his blacking on the sarcophagus of Pharaoh, “or any other”—mummy, if he could only make money by it. In fact, to cap the climax, Warren was denounced as a “humbug.” These indignant articles were copied into all the Provincial journals, and very soon, in this manner, the columns of every newspaper in Great Britain were teeming with this advice: “Try Warren’s Blacking, 30 Strand, London.” The curiosity of the public was thus aroused, and they did “try” it, and finding it a superior article, they continued to purchase it and recommend it to their friends, and Warren made a fortune by it. He always attributed his success to his having “humbugged” the public by this unique method of advertising his blacking in Egypt! But Warren did not cheat his customers, nor practice “an imposition under fair pretences.” He was a humbug, but he was an honest upright man, and no one called him an impostor or a cheat.

      When the tickets for Jenny Lind’s first concert in America were sold at auction, several business-men, aspiring to notoriety, “bid high” for the first ticket. It was finally knocked down to “Genin, the hatter,” for $225. The journals in Portland (Maine) and Houston (Texas,) and all other journals throughout the United States, between these two cities, which were connected with the telegraph, announced the fact in their columns the next morning. Probably two millions of readers read the announcement, and asked, “Who is Genin, the hatter?” Genin became famous in a day. Every man involuntarily examined his hat, to see if it was made by Genin; and an Iowa editor declared that one of his neighbors discovered the name of Genin in his old hat and immediately announced the fact to his neighbors in front of the Post Office. It was suggested that the old hat should be sold at auction. It was done then and there, and the Genin hat sold for fourteen dollars! Gentlemen from city and country rushed to Genin’s store to buy their hats, many of them willing to pay even an extra dollar, if necessary, provided they could get a glimpse of Genin himself. This singular freak put thousands of dollars into the pocket of “Genin, the hatter,” and yet I never heard