This psychic reading given by Edgar Cayce at the Ernest W. Zentgraf home, 400 St. Paul's Ave., Stapleton, Staten Island, New York, this 31st day of October, 1931, in accordance with request made by self - Mr. [412].

Present: Edgar Cayce; Gertrude Cayce, Conductor; Gladys Davis, Steno. Also Mr. [412].

TEXT

1. EC: We have the body, the enquiring mind, [412] - this we have had before. Ready for questions.
2. (Q) When should the name of the firm be changed to our own? and what should the name be?
   (A) As there are some preparations for changes in the policies of the undertakings, and as these are put more definitely into effect would be the proper period, or time, for such a change. As to the name, this should be chosen as a representation of that as is intended to be carried on. [See 412-6, Par. 11-A, 12-A clarification.]
3. (Q) Any suggestions for a specific name?
   (A) In choosing such, these had best - as given - represent that as is to be carried on. The own name, with that as is to be carried on, would be well.
4. (Q) Is there any danger which might affect the business, and how can we avoid it?
   (A) There are always dangers, to be sure, respecting any business. As WE find, with this particular class or character of business as contemplated, there are not those OUTWARD conditions that would materially hinder or affect the business. Those to be most mindful of are internal disagreements, internal misunderstandings; but this once agreed upon - as has been suggested - each in their respective field or sphere of activity, with the policies as would be set forth - these, then, need fear little of even internal affairs being disrupted, unless there are many CHANGES in the minds; but who may tell what an individual's MIND may be? for with the same tongue curse we God or bless Him. [James 3:10] The same with the activities. These, though, set in motion, with the sincere desire within and without to carry on, giving to each individual value received for those efforts expended, let those of the increase be in the keeping of Him who doeth ALL things well. With that attitude to one another, the same general attitude to those whom the associations or efforts of the individuals would bring aid, there will be the proper and definite successes in the MATERIAL ways, contentment in services as rendered; and let not success in material be an undermining to purposes as are set in thine own self!
5. (Q) How can we improve our out of town business?
   (A) As has been suggested and given, there may be chosen in various centers those that are, or will act as, representatives, and we will seek out those various conditions where there may be added to the general output, or general business, as choosing in various centers where such output is of the larger distribution. THESE are the channels, and the way, to increase the associations with out of town groups, and would be the better way to handle same - as we find it.
6. (Q) Shall another personal trip be made and to what cities?
   (A) As has been indicated, there are certain portions of the country that will sooner show the decided reaction from general depressions as have [existed] and do exist. In this PARTICULAR area would we find it well to make such associations and connections. Particularly, then, in portions of Georgia, Tennessee, Alabama - THESE would show for the SOONER reactions without being too far, or too GENERAL in the expansion of the output. As Savannah, Columbus, and such, in this portion of the country. As Chattanooga, as Knoxville, as in Norton, as in Nashville, as in Montgomery, as in Scottsboro, as in Huntsville, as in such connections. [See 412-6, Par. 15-A clarification] Here we find there are specific conditions as will enable those whom the entity would, as a representative, bring into associations individuals that would make for a great expansion of the output.
7. (Q) Name the groups in the various sections of the country, in particular Chicago, Ill., which we should approach to represent our line?
   (A) In Chicago, as has been indicated, there are more of those that are competitive conditions, but - as we will find - those who have represented those in certain of the mill ends activities would be the better ones to make connections with in that particular section of the country, or those in what is known as the western district of that city. To be sure, those in the same CHARACTER of business - but who have connections that will enable them to meet and to make for the VARIED activities. ONE that is not interested DIRECTLY in this association, but as for the connections as make for larger users of the product, would be one such as overseas - or connected with the Strauss (?) interests of Chicago.
8. (Q) Should we have our own factory, and when and where should same be located?
   (A) This in the present should be rather that of an end to work to. As for the manufacturing end, as of the cloth - or the additional necessary portions. This, though, should be - when established - where there is the greater advantage for all the NECESSARY departments OF such an undertaking; in the labor, in the output of the labor, in the materials, in the output and income of such - see?
9. (Q) What should be done with our Boys School Suit Department?
   (A) This, in the present conditions, DOES offer a problem, yet this may be made a very definite part of the work by having a definite one to supervise or make the associations, or make the proper relations for the output of same; though that as pertains to where greater NUMBERS are used, would be the manner or PART of same to put emphasis upon.
10. (Q) Who would be the best man to run it?
    (A) Someone that has been, or is, associated in the work in the present as a supervisor - or as a leader in the development.
11. (Q) What shall Mr. Nichols do in our business, and what should be his salary or drawing?
    (A) As has been indicated before, as has been indicated here, each individual associate has some particular portion of the work to which they are best fitted. So in this particular individual. First let us give as this: As self, who is to supervise or have the general activity of all departments of same - do not let self ever be overridden by another that may have, on account of their age or their activities in same, surpassed self in that that is to be done! yet ever KEEP cooperation and activities in a way and manner to be the most efficient service from each department in which any one individual or group of individuals are to act - see? So with this individual. Choose for self that wherein the department, or whatever department that the body may serve - if he is to serve at all! Then know that each must be productive in that, unless an individual able to produce for their own portion of the service or work rendered, then there's something wrong - unless they are producing!
12. (Q) Should he be financed besides his salary temporarily?
    (A) COMPETENT to be! but unless the production that he shows JUSTIFIES same, not well to trust even HIS abilities too far!
13. (Q) Should the whole or part of our sample box be protected?
    (A) The whole; for so oft are there inconsiderations given to these.
14. (Q) Is our personalized mail advertising giving the proper results?
    (A) Not as it should, as yet. There needs to be some more stress in individual qualifications in such - see?
15. (Q) Where should it be improved, and who should do it?
    (A) Whose supervision it is under, should be the ones to improve same! As to the manner in which those that represent same in the various ways and manners, this will aid.
16. (Q) Should personalized letters be used or printed advertising, or both? and how about blotter advertising?
    (A) A great dissertation might be given on the value of advertising, and the various ways and manners through which advertising reaches individuals in their various stations or conditions, or positions in life. As we would find, the greater - or the better advertising - is of the personal nature, and wherein definite results may be seen or obtained, in the way or position where various centers have been chosen for representation - than personal advertising, individualized advertising, in the various forms wherein they appeal most directly to individuals as they are in that way of a receptive mood. Any advertising that reaches [an] individuals when they are at ease, or in the home, or at their desk - in their labors - is the MOST effective. This is the psychology of advertising, reaching the individual when they in their activities are most receptive for that as is being presented. Three factors, particularly, enter into the classification, or the manner of advertising: That which appeals to the individuality. That which makes for personal adornment, or aggrandizing of personal appearance, personal applications. Or that which aids an individual in MEETING those vicissitudes that makes for a more equal association with others. So, those classifications - whether they reach some in blotter, whether they reach same in letter, or whether they reach same in any FORM that may be presented. If same are presented, and they reach same under those conditions, they bring that much better results.
17. (Q) How can we obtain the New York and New Haven Railroad contract for uniforms?
    (A) There are regular channels through which such orders, or such connections, are made. As we would find, that in going through these regular channels in this PARTICULAR order, or particular interest, we would find a ready ear for same.
18. (Q) Which concerns in N.Y. City could I approach to assure us a volume business?
    (A) As we would find, while this is an excellent manner of approach, were there more of the diversified - that is, interests from other centers than this particular, other than that that is already had - made, it would be more effective under the present circumstances and conditions, and open a field better and broader, and bigger, for the undertaking.
19. (Q) Am I following the correct way in concentrating my mind on bringing in new business? and how can I improve?
    (A) Very well in the way and manner in which this is being taken hold. One basic truth, one basic thing to be well remembered in bringing in new business: Do not let the QUANTITY override or overdo that service as is to be put out, and when such DOES arise then the getting of new business becomes rather the stumbling block, and will last only for the moment; but with the policy that giving for the service rendered, kept as individual, as group, as for the WHOLE of those being served, then the expansion that comes with a HEALTHY, NORMAL growth is much better than that which may be had by spasmodic conditions here or there. That service, then, kept in that way to build and create new associations, new business relations, will bring for the undertaking that which will serve. Well, too, in this connection were there some attention paid to those organizations of the fraternal nature, that make for the various groups or various classes in their organizations. This will make an outlet also that may be continued year after year, and be worth while.
20. (Q) Is the idea of my filing folder a good one? and should it be patented?
    (A) It should! It's EXCELLENT!
21. (Q) What lawyer should handle it? and what are the -
    (A) Snow & Company!
22. (Q) What are the important parts that should be protected?
    (A) The manners in which the VERIFICATIONS are so easily approached, see? These are the basic forces on which the protection may be obtained. [See 412-6, Par. 22-A--26-A clarification.]
23. (Q) Give detailed advice how our inside organization can be improved?
    (A) Detailed advice with this must be rather that as following the general outline as has been given, that cooperation from those in the various departments one with another must be the great stress that should come before everything. Cooperation in a UNIFIED service, taking into consideration individuals as produce, individuals as are to receive their various goods from the activities of their service to the consumer, as well as service to each and every one.
24. (Q) Would the Standard Duplicating Machine be a time saver?
    (A) Be a time saver in some respects. In others it makes for some conditions, that it would require TIME for it to become the real time saver it is intended to be, see? for there are some that would ADJUST themselves to same, then it would become a real time saver.
25. (Q) What are the regular channels through which we can make the connections to obtain such large orders as the New York and New Haven Railroad?
    (A) There are the purchasing agents for same, see? As we find, these - in this prticular instance - may be reached through the MANAGING director and the purchasing agent of same - 12 Nassau Street, [NYC] [See 412-6, Par. 34-A clarification.] We are through for the present.

    Copy to Self
    Copy to File
    Copy to Ass'n

BACKGROUND

1. See 412-2 on 6/16/31 answering questions about his business.

REPORTS

1. 12/18/31 He obtained Ck. Physical 412-4, and on 3/16/32 a Life Rdg., 412-5.

Edgar Cayce Readings © 1971, 1993, 1994, 1995 by the Edgar Cayce Foundation