He said he liked to watch his prospects' "eyes light up" when he showed the places he really wanted to sell them after they had seen the rundown houses. "The house I got them spotted for looks really great after they've first looked at a couple of dumps." Automobile dealers use the contrast principle by waiting until the price of a car has been negotiated before suggesting one option after another. In the wake of a many-thousand-dollar deal, the hundred or so dollars extra for a nicety like an up- graded CD player seems almost trivial in comparison. The same will be true of the added expense of accessories like tinted windows, better tires, or special trim that the dealer might suggest in sequence. The trick is to bring up the options inde- pendently of one another so that each small price will seem petty when compared READER ' S REPORT 1.2 From a University of Chicago Business School Student
uncontestably the greatest is William Frederick Friedman. Unlike his contemporary, his eminence is due most emphatically to what he did. Indeed, two more dissimilar men in a single field can scarcely be imagined. Where Yardley was Rabelaisian, outgoing, superficial, free and easy with the details of a good story, and ever ready for the main chance, Friedman tended toward introversion, depth of study, personal security, timidity, dedication, and accuracy, nicety, and validity of work. Despite the relative drabness of these personal traits—or perhaps because of them, Friedman's theoretical contributions and his practical attainments exceed those of any other cryptologist. Yardley's career was like an amazing skyrocket that explodes in fantastic patterns against the heavens. Friedman's was like the sun. He was born Wolfe Friedman on September 24, 1891, in Kishinev, Russia, the oldest son and second child of Frederick and Rosa Friedman.
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