The first thing he thought of was that doing his business as he thought he ought to, if he once worked his idea out, and worked it down through and organized it, might pay. He almost had the belief that people might pay a man a little extra, perhaps, for enjoying his business. It cannot be said that he believed this immediately. He merely wanted to, and worked toward it, and merely contrived new shrewd ways at first of being able to afford it. Gradually he began to notice that the more he enjoyed his business, the more he enjoyed it with his whole soul and body, enjoyed it down to the very toes of his conscience, the more people there were who stepped into his office and wanted him to enjoy his business on their houses. It was what they had been looking for for years--for some builder who was really enjoying his business. And the more he enjoyed his business in his own particular way--that of building a house for a man in less time than he said he would, and for less money, not infrequently sending him a check at the end of it--the more his business grew.
I do not know that there would be any special harm in speaking of Non's idea--of just doing as you would be done by--in more moral or religious language, but it is not necessary. And I find I take an almost religious joy in looking at the Golden Rule at last as a plain business proposition. All that happened was that Non was original, saw something that everybody thought they knew, and acted as if it were so. Theoretically one would not have said that it would be original to take an old platitudinous law like the law of supply and demand, and act as if it were so; but it was. At the time Non was beginning his career there was nothing in the building-market people found harder to hire than honesty. Here was something, he saw at last, that thousands of busy and important men who did not have time to be detectives, wanted. There did not seem to be any one very actively supplying the demand. A big market, a small supply, and almost no competition. Non stepped in and proposed to represent a man's interest who is building a house as literally as the man would represent his interests himself, if he knew all about houses. Everything has followed from this. What Non's business is now, when a man is building a house, is to step quietly into the man's shoes, let him put on another pair, and go about his business. It is not necessary to go into the details. Any reader who has ever built a house knows the details. Just take them and turn them around.