NO INSTITUTION ever amounted to anything until some man or group of
men back of it established an Ideal and set out to attain it. The
realization of any Ideal, or the success of any business which is
struggling toward an Ideal, requires conviction. _Skepticism, cynicism
and pessimism never made a dollar for anyone._
H.B.C. has an Ideal and that is to _serve_. Too often, indeed, this is
said by business firms in a trite, meaningless, parrot-fashion way; but
not so with the Hudson's Bay Company.
With the Company, to _serve_ means to _satisfy_. Real satisfaction
results only from high quality merchandise and high standards of
business dealing. The honor of H.B.C. is bound up with these, because
the Company established them as Ideals _centuries ago_.