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Wairarapa Times-Age, 17 June 1938, Page 9

The greatest enterprises, and the most stable ones, are built on simple needs because they are usually the universal needs, writes Mr Robert R. Updegraff in his book, “Yours to Venture.” The simple songs and stories are the ones that live. The simple pictures are the ones that are understood and loved. The simple words are clearestjthe simple writers are the great writers. Out of the surging progress of the sciences, and the challenging processes to which life is now being subjected on every hand, there will presently come a group of simple conceptions which will represent what the majority of us want. Many of them will be old conceptions, old ideas and products and services revamped or renamed or repackaged. But basically they will represent the same old desires and aspirations that have burned in human minds and hearts for centuries. They may be summed up in simple words: — Home, love, family, friends, food, drink, work, sleep, comfort, safety, pleasure, laughter, health, security, peace.