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Secret #1: Reveal the Business Nobody Knows 29

in American magazine. But they never ran as adver-
tisements. And the country’s failure to listen to Bruce
Barton’s pleas to “reveal the war nobody knows”
allowed history to record further horrors. You can see
the ads that never ran in the back of this book, begin-
ning on page 173.

THE GASOLINE NOBODY KNOWS

At a 1925 talk to the American Petroleum Institute, Barton
told his audience they weren’t selling gasoline at all.

“My friends, it is the juice of the fountain of eternal youth
that you are selling. It is health. It is comfort. It is success.
And you have sold it as a bad-smelling liquid at so many
cents a gallon. You have never lifted it out of the category
of a hated expense.”

Barton explained his shocking position with a story
about Jacob, whose poor immigrant parents had no
gasoline and therefore no respite from the dingy neigh-
borhood where they lived under the shadow of ugly
smokestacks.

“Not so with Jacob. He works in the smoke of the city to be
sure, but he lives in the suburbs and has his own garden.
His children are healthier; they go to better schools. On
Sunday he packs up a picnic lunch and bundles the family
into the car and has a glorious day in the woods or at the
beach. . . .

“And all this is made possible by a dollar’s worth of
gasoline!”