86 THE NEW BUSINESS OF FAEMING 



own one-horse wagon. He planned his whole 

 system of farming so as to supply the winter 

 trade within reach of his own circuit. There 

 was neither freight nor commission to pay, nor 

 uncertainty about markets at the other end of 

 the journey, for everything was ordered before 

 it was grown. Mike was very optimistic as to 

 the opportunity for anybody on the shore of the 

 Indian River. He did not realize the limited 

 market, nor did he appreciate how much the 

 personal equation entered into the market which 

 he had established. People had acquired the 

 habit of trading with him because he served 

 them faithfully and well. The "good will" of 

 Mike 's clientele was worth much more than his 

 acres. 



Out in the State of Washington there is a 

 man who raises eggs. His eggs are good, but 

 his reputation is better. He has never sold his 

 supply for less than 70 cents a dozen, but that 

 is because his trade would rather pay that price 

 for goods of the assured quality that come from 

 him than buy elsewhere at a less price. He 

 probably thinks that there is easy money in 



