Introduction - Contact
19.2 CONTACT
3Twelve weeks have elapsed since the official though private presentation of 4D at St. Louis. In this lime its cause has gone forward rapidly. Certainly in view of the size of its working force and bank account, its infant strength, inherent through its single truth, would rather seem to be pulling its nurse along in the wake of its mechanical baby carriage than being pushed as is usually the wont with babies and nurses.
4 Recently the following telegram was received:
5 Western Union Telegram
6 Seattle, Washington July 26, 1928 R.B. FULLER 426 BELMONT AVENUE CHICAGO, ILL.
7 I HAVE READ DELIBERATELY THOUGH ENTHUSIASTICALLY YOUR TREATISE. IT IS PROFOUND ENCOMPASSING YET SIMPLE. YOU HAVE CERTAINLY DISSECTED THE PAST AND PRESENT UNREASONABLENESS OF THE HOME BUILDING INDUSTRY. I BELIEVE YOU HAVE A FORMULA TO CORRECT ITS ECONOMIC WASTE AND RELIEVE HOUSING ILLS: THAT IT IS REVOLUTIONARY BUT PRACTICAL. I AM PRIVILEGED TO HAVE HAD OPPORTUNITY OF STUDYING YOUR IDEA. IT WILL TAKE ALL THE COURAGE INITIATIVE AND PERSEVERANCE THAT YOU FORECAST BUT IT IS RIGHT AND WITH PROPER MANAGEMENT AND ADEQUATE CAPITAL CAN MAKE OTHER INDUSTRIAL AND SOCIAL ACHIEVEMENTS LOOK PUNY BY COMPARISON. IT IS THE TIME FOR SUCH A PLAN. I HOPE I CAN BE OF SOME ASSISTANCE FOR I BELIEVE THE IDEA CAN BE SOLD SO AS TO DEVELOP AND PAY OUT IN FINANCIAL RETURN AS WELL AS IN INEVITABLE PUBLIC GRATITUDE. AM FLYING BACK CHICAGO BY AUGUST FIRST. WILL CALL YOU TO CONGRATULATE YOU PERSONALLY FOR YOU HAVE A GREAT FAR REACHING HUMANE AND BUSINESS MOVEMENT STARTED.
8 SINCERELY, O’Neil Ryan, Jr.
9 It is worthy of note that the sender of this telegram was so attuned to the TIME dimension as to embody his significant comments in a telegram. This is as truly ‘‘Composition’’ as any music written in long hand in the old days. Unquestionably this message which is spontaneous, sincere, and immeasurably helpful will ‘‘Ring the bell’’ in many a heart that reads it in time to come, with realization of the power of encouragement lent by such a hand, at such a critical time.
10 Mr. O’Neil Ryan, Jr. is one of the new era younger executives. He was one of the original group that founded Celotex, headed by Dalberg, a James J. Hill protegee. Mr. Ryan is Vice President of Celotex, his active work being that of sales engineer, which work of coordination between the research forces and the contact forces, from coast to coast gives him the advantage of as intimate and wide a picture of the house market and its trend, as might be obtained. Mr. Ryan’s business acumen is further attested by his recent election to the board of directors of the Celotex Co. His message is typical of the reception of 4D amongst those who form and express their own opinion. In view of the fact that 4D bespeaks the ultimate end of Celotex, in housing, the decency of his message is the greater. We thus answer the skeptics who as yet are unable to comprehend completely altruistic abstract time faith dealing, and, immediately upon viewing the Ryan Telegram, inferred his enthusiasm to be of selfish origin.
11 In the early days of 4D before the paper was written, and to some extent after it was written, those apprised of the plan seemed invariably to wish to explain why others would not understand or approve of it, rather than confining themselves to their own opinion, and granting the rest of the world at least a fraction of the common sense enjoyed by themselves.
12 Now, as was anticipated, the approvals are coming in with ever increasing facility, as the general events prognosticated, such as the death of Bonds, take place. With each approval received the new students of the subject have less of a hurdle to take in realizing, that they may read with complete expectation of an ‘‘Interesting’’ result.
13 There has been a prevalency noted amongst authors of late to indicate deceptively, in their customer enticing titles, for which the publishing houses are undoubtedly much to blame, that their book might be purchased with the hope of the reader finding therein the textual romance of the millennium, which they, the authors, do not in fact claim them to be. This, like all wolf-wolfing, is derogatory to meritorious subjects. Further, along with the other contaminations of feudal pawn brokers gold, making an actual business the subject of an harmonic creation has reeked of the exploitation of selfish necessity.
14 With these established conditions as an handicap, we are undertaking no easy task in both setting forth our subject as very much the harmonic essence of the era, but also as a sincere attempt to make a work of art of a business, which, if so created, may be the most important of our age, in no way self-consciously denying that our thoughts, responsible for the composition, have been intuitively discovered as a depersonalized reflection in a full pool of experience.
15 Making no self swelling comparison, we never the less perceive that were Leonardo da Vinci a contemporary, he would have been lending his intuitive genius not to stylistic copying of medieval arts and crafts, nor to art institute and church craft, but to the vastly greater,and more abstract revelation and contact, of industrial reproduction and composition of business. That is the real art today, which stands in danger of suffering the same relapse of specialization, at the hands of the mushroom crop of graduate business schools, that it did in the decline of the Renaissance, when the creative artificer began ‘‘passing the buck,’’ instead of keeping his mentality abreast of the universal progression of affairs, which ended in the ‘‘professional’’ classifications, economically supported by those who lazily leave their thinking to others.
16 We seek, in the essential pages of 4D, to create a book that shall never end, that of the business art of Life, removing business, not only, from the selfish exploitation contamination, but also, from the social intercouse scourge under which it labors, as its feudal heritage, which necessitates such old world contrivance for the elimination of the self-seeker, as the laws of the Royal Ulster Yacht Club, excluding, without exception, from membership, any who have ever been directly connected with business activity.
17 As an excellent portrayal of the abstract reflection-creating art is the Ford Company’s airplane advertising, which is so far in advance of the copy work of any of the other advertising men. In this particular, as to make it the outstandingly best advertising of today, appearing in print. It actually appeals to large scale reasoning and proportionment, which is the only type worth maintaining.
18 It is impossible to recount the many events that have transpired, inasmuch as 4D has been lived in day and night and been ever more constantly discussed by its students, who, enthusiastic supporters both of its logic and harmony, have already increased the circle of its acquaintances to an estimated ‘‘Thousand’’, (reported back to its originator), from its original 200 - this is ‘‘conservative’’. Adhering to moderation in claims, 4D’s progress will be unparalleled in rapidity of establishment. One might say 1000 in 12 weeks ‘‘is nothing’’, in the light of present day advertising accomplishment -, But4D has not been advertised, and not one material drawing, or other unit, has been used in this establishment to date, thus proving the predominant strength of the abstract philosophy, which must first have firm foot hold. Nothing may ever knock out the abstract pilings of eternal truth. We have thus a business whose whole course is shaped in impassionate fact, inevitable, irresistable. To those who have followed 4D thus far, it is deemed that sufficiently crystallizing results, thereby to be produced, will warrant the publication of this additional section of 4D. It is comprised of excerpts from the4D CHRONOFILE a 4D Business novelty, which is the tactical organ of 4D administration. There are similar units in other businesses but not precisely similar, the nearest being a composite of the various navy logs. The 4D CHRONOFILE is a continuous file of all communications, incoming or outgoing, by letter, wire, or phone, internal or external. This does not include standard form information, the latter being kept in their own chronofiles. All original incoming letters go to the CHRONOFILE. Mimeograph stencils are made of outgoing communications which goes direct to the Chronofile. Those dealing with 4D will have to accustom themselves to the mimeoletter as original. A continuous mimeograph stencil (letter head size) is cut, being copied directly from the CHRONOFILE, differentiation between incoming and outgoing messages being indicated by a difference in spacing. Incoming in wide spacing and outgoing in narrow spacing.
19 Only portions of the ‘‘letter units’’ of the CHRONOFILE will be given here, with the idea that, though they but embody the principles covered by the 4D paper, they will afford the sensation of reality and material projection, to those whose comment is continually invited, and to whom it will present a mental moving picture.
20 There should be evident to all the immense advantage of the new 4D filing system which is made up of racked mimeo stencils available for the running of almost unlimited copies of any letter or subject on a moments notice; that is the extent of the copy files. 4D is so simple, after the profusion of habit supported fallacies are brushed away, as to rather take the breath.
21 The nominal and topical references are kept in another file in the following manner. In place of the customary card system there is maintained the 4D calendar file which consists of letter head size sheets, marked off in divisions setting forth one whole calendar year on one page with five spaces for each day. (See next page). The top of the sheet bears the name and description of the person or title. These loose leaf letter head size sheets (all 4D filing, drawings, etc., are standardized on letter head size inscribed on one side only) may be inserted alphabetically in loose leaf books, which are far more facile for reference and posting than cards. The calendar on each sheet is check marked in the appropriate column for contacts by letter, telephone call etc. Reference to the original of any document may then be made in the CHRONOFILE under that date. This one page year 4D calendar cultivates the time perspective sense.
22 A daily 4D LETTER consisting of the COMPLETE mimeograph of the CHRONOFILE will be furnished all who are qualified, by virtue of their official or friendly connection with 4D. This, consistent with the original 4D paper, will be of letter head size and files of the original letter 4D mimeo paper and the new4D ‘‘Cromocrono Letters’’, as they will be known to the subscribers, may be kept for binding.
23 All this organization information is given as exposition of the panoramic form of the organization. Isolated title files are ‘‘Static’’ units and only make for cumbersome storage, over-emphasizing the ‘‘Jones’’ affair, through isolation from contemporary consideration.
24 The static title files are also typical of the method of business which has ‘‘secret files’’, that will become antiquated when 4D is in its stride. Secrets are useless and obstructionary. They never benefit the world. If there is virtue at all, in the free speech principle, it must be consistently adhered to. Letting the world in on your ideas shows up the ‘‘miseries’’, therein, with astounding alacrity.
25 To not so record our real thoughts would be analogous to having Holbein, or Winslow, sketch for us on the blackboard, erasing the sketches as fast as they were completed, on the grounds that we, selfishly, have seen all we wished of them.
26 It requires excruciatingly severe mental effort to record thoughts in a manner that will assure their usefulness. This is here set down in juxtaposition to the product of the aesthetically minded phraseologists who judge by quantity and formula not by philosophy. Such aesthetic revelry was lately exhibited in London at a dinner given by Englishmen, such as quantity-production-Arnold-Bennett, and others, for Gene Tunney, whose intelligence is solely notable ‘‘despite’’ its environment, rather than for its abstract self. The ‘‘good time that was had by all’’, on the occasion mentioned, was of personal equation emphasis, rather than of philosophic harmony. All of which is said with no detractory inference as to the very apparent decency of Tunney whose debunking of the Disandat Boys heroic killer myth is a distinct asset to progress.
27 It is foreseen that this method of graphic procedure will save untold billions of dollars, as fallacies quickly come to the surface in open files. Already the free discussion of 4D has developed some minor errors, all of which are inconsequential, from a cost standpoint, as they are correctable in advance of organization rupture, for this very purpose 4D was written and presented.
28 We are quick to admit fallacies, that the habit may become readily adopted by those dealing with 4D, of forgetting the personal equation and admitting error instantaneously. Never maintain error for the old time bunkum pride. ‘‘Right or wrong, my country.’’ Keep your country, but keep it right if you must be ‘‘Local.’’ The errors to date are those of personal equation origin, occasioned by over-emphasis of the importance and ability of people and institutions of earlier association, who, as the CHRONOFILE will reveal, have too long been exposed to the three graceless sisters of the social register shock troops, Statics, Aesthetics, and Ethics.
29 We were wrong, for instance, about keeping 4D anonymous. That was but a self-conscious quirp that is neither here nor there, rather lending undue importance to the author than otherwise. The same self consciousness is evident in many first publications, even in Emerson’s first: ‘‘Nature’’. Other errors are exhibited, not in the 4D paper, but in the letter to Mr. Hewlett. These, of course, we might delete, thus appearing smugly perfect, but for the benefit of the reader, we prefer to retain and magnify them. Having read this far the latter is certainly unlike Mr. Mencken, whom, it is reported, never reads a book before ‘‘reviewing it’’ lest he be prejudiced. For instance we miscalculated as to the ability of the A.I.A. to so mobilize itself as to make possible its participation in the progression of affairs. Also we acknowledge our misstep in suggesting the helpfulness of the Harvard Business School, which upon investigation we find to be unphilosophically based. Our recommendation of insurance stocks will also have to be recanted as will be shown in letters of the Chronofile. Probably the gravest error of all was that, we should or could, at this point, pass the responsibility for the creative portion of the work to other individuals. All that may be delegated to others is the carrying out of the material organization creations interpreted by 4D from natural laws.
30 Those communicating with 4D will have to bear in mind that their letters will be handled in the standard 4D fashion, and it is hoped that the necessity for simplicity in the foundation of this greatest of industries will not deter correspondents from expressing themselves in what must eventually be such an open manner.
31 The very fact that we mention people to whom we have submitted the 4D paper, despite there being no answer recorded from them as yet must be indicative of the esteem we hold of their opinion, and we must still countenance their lack of reply on the basis of the test cases made by us on those close at hand and closely related in a friendly way as well, who have found it hard to comment constructively and therefore have procrastinated, in the end losing the tune, just as we lose the tune which we whistle with such exhilaration on leaving the theater, only to lose the melody in the passage of time.
32 On the other hand in view of the importance which this file and its ‘‘chromocono letters’’ must inevitably attain as the industry grows, and its open history is more widely reviewed, a method of censoring will be incepted, in fact has already, that will throw out portions of correspondence received which are a duplicate presentation of any subject, lest the file lose its value and become the exposition platform for self-seekers. One letter quite conceivably written in a friendly spirit, is exhibited in this first publication from the 4D CHRONOFILE which is, to say the least, long winded and patronizing, and as those who have noted it to date remark, it was undoubtedly written to establish its author, at a later date, as an intimate and important counselor of the then young 4D, inasmuch as it purports to set forth as its writers own novel ideas, luke warm repetitions of the identical conclusions set forth in the 4D paper, which it comments upon.
33 Careful heed should L’ paid to introductory notes on the various writers, for as has been expounded in 4D, look always to youth for the key to the new era. Unfortunately youth, that is the most worth while members of it, have no reputation that immediately commends them by name, therefore the explanations as to the qualifications. On the other hand, this must in no way be construed as unappreciative of the letters of the older commentators, many of whom are improperly classified as old, being so only in exterior complexion. In fact it is not intolerant of those who do not as yet comprehend.
34 It will also be strikingly apparent that those closest in personal relationship are, per se, - least understanding, of the subject, being confounded by a ‘‘personal’’ picture of the transcriber.
35 It is hoped that the reader will, with us, take heed of the single complete rebuff to date, which proves the contention of 4D being incomprehensible to selfish people. As the one object of the rebuff seemed to be brevity, it would seem that it contains too many words. All its author wanted to say, was, that he could but understand words of one letter, which he employs unsparingly in the books about the man, etc., whom nobody knows, to such an extent that one gathers the impression, that the writer has mixed himself up w ith God, but that he doesn’t care so long as the royalties come in, to him, not God. We must admit that we were completely taken in by this theomaniacal writing, in our first and superficial contact with it, or we should not have lauded him to such an extent as we have, earlier in our paper. Its writer is the type of personal equation author who requires that his picture always be published with his articles. It is surprising there is none on his stationery. Possibly they go only with his favouring letters. He occupies a powerful position as advertising counsel to the largest and most unwieldy of mechanical businesses today, whose lack of initiative in design is only offset by its being the banker’s baby. When the bankers lose their fight to reestablish the gold intermediary stop-over, between individual and industry, this conglomeration of automotive weak sisters with their cumbersomely stylistic replicas, whose leaders seek to usurp the voting prerogative of its workers, and, by every possible assistance, to establish a political set up, that will make for continued mysteries and unenlightenment, that they may continue to preen vanities into purchases, under a mistaken sense of aggrandizement, without reference to mechanical or economic fitness, will go. The day of automobile racketing, as a gilt frame for personality, will soon vanish under economic leadership. Eventually the vanities will be punctured by continual observation of the black brothers and sisters in the same, or more lavish picture frames. Such is the veil of bunkum, vainly being maintained by advertising council. This, and a religious ruse to kindle a sympathetic fire of non Roman adherence, were undoubtedly occupying the baronial mind at the moment in particular consideration here. With the establishment of the 4D housing industry, both automobiles and airplanes will become necessities of the decentralized habitation, just as the motor launches of the yacht, instead of the 4 wheeled vanity cases and highway blockers, that they are today.
36 Personal remarks referring to the 4D transcriber are left in to provide a more intimate understanding of the early conditions of this industry, while personal remarks regarding correspondents in the incoming letters are deleted as irrelative. The general importance of 4D’s ultimate goal is such that the possibility of showing up any of its management in a temporarily over-self-conscious light, to their detriment, must be borne by them, so long as it sheds more light on the subject; for they earnestly seek to remove any and all ‘‘kinks’’ at the earliest possible moment.
37 Inasmuch as 4D was written in the throes of mental anguish such that must end either in jumping into the lake, or getting up and bowling over selfish materialism, it was naturally followed by a period of sentimental reaction at the time its first public recognition took place, that will explain the presence of certain self-conscious sentimentally-based moves, made without adherence to 4D truth and reason, but correctible by reference to 4D, with a little measure of TIME. Sentimental being replaced bv centramental.
38 The reason warping personal equation which settles 99 law cases out of 100 where attractive women are concerned, must relegate all those who have made personal contact, since inception of 4D, with its transcriber, to a behind-the-scenes status, for they, also, can only through some measure of time or space, reacquire the impersonal observation advantage of the external audience. Such is the contempt of face to face, or material familiarity, that it must compass the person before us within the material limits of his being. It is impossible for the materialist, still revealed in all of us, to sense the universe encompassing mental-presence of the material man, standing before us, in China, let us say, reviewing the troops of that nation with constructive criticism.
39 Conversation going as a business practice, except over telephone which one way discourse may be recorded by a stenographer, must turn to writing. Heresay evidence is no good and is the lawyer’s fruit tree. Talking is the lazy man’s method of doing business, and it is full of pitfalls.
40 The virtue of this method of portrayal, of the subject matter, is that it affords many opportunities to present, in the outgoing letters, resumes of contacts, and explanations of 4D, which proved themselves effective during these contacts, of which careful notation has been constantly maintained. This will, as recited earlier in 4D, call forth many ‘‘slants’’ oh the subject, entirely unnecessary to some, and apparently, from demand, necessary to others.
41 For some time the point has been debated as to the best method of further projection of 4D, to show its full purport in the various activities of life. The idea of a satire was considered and discarded because the mentality that enjoys and comprehends satire is 1 in 100; and the other 99, copying that one, read because of his enthusiasm, taking all sarcasm literally, and thus only becloud the issues of life once more. Next a play with characters representing the different elements: banker, architect, ad man, the 2nd generation rich boy, the new artists for old, the contact men, etc., who should mouth extravagant essences of their fallacious practices, was considered and discarded; and the original ‘‘play of reality’’ of life, mentioned on our title page, returned to. In the real pageant they may be addressed after any fashion of our own making, but they will answer, not as we will, but as they will. Thus may our play be truly enlightening and a great experiment.
42 If in this addenda there seems to be a tone, at times, of hardness, or the employment of ‘‘dirty’’ stories is shocking in print, then the purpose of their employment is fulfilled. It has been pleaded that the 4D subject be translated somewhat from its original more highly philosophical environment to the language of the everyday world, though this was attempted in the first place, and has been so considered by many.
43 This Addenda, written in the manner in which we actually speak and think, is after all but ‘‘exposition’’ of the points already taken, and having started the discussion at the most lofty point, further discussion must perforce involve less ‘‘formal’’ matter and treatment. As however, we are not after any Phd., or ‘‘Gartership’’, nor aspire to having our writing made into text book matter for W.H. Thompson’s School ‘‘System’’, nor in fact are we polishing anybody’s boots; and having but one goal, that of debunked and delightful drudge-proof 4D housing for all, we are swerving our course not one degree, minute, or second, for fear of treading on some ones toes, who ‘‘might’’ be useful to us later on. This particular addenda will serve good notice that, if there be those who have their toes in the path of truth, with tripping intent a forethought, that they had best withdraw them, before they become suddenly frozen off by our liquid air equipment. For each ‘‘old’’ person who is so stupid as to have toes in the way, there are thousands of young ones who have no intention of staying progress, and who will clear a broad path before 4D.
44 William Allen White, in Paris, speaks well and truly of the future that is being shaped by the young people in the honest to God ‘‘conferences’’ about the cafe tables of Montparnasse.