Title -- Contents -- The Clock that Had no Hands -- The Cannon that Modernized Japan -- The Tailor who Paid too Much -- The Man who Retreats before His Defeat -- The Dollar that Can't be Spent -- The Pass of Thermopylae -- The Perambulating Showcase -- How Alexander Untied the Knot -- If It Fits You, Wear this Cap -- You Must Irrigate Your Neighborhood -- Cato's Follow-up System -- How to Write Retail Advertising Copy -- The Difference between Amusing and Convincing -- Some Don'ts when You Do Advertise -- The Doctor whose Patients Hang On -- The Horse that Drew the Load -- The Cellar Hole and the Sewer Hole -- The Neighborhood of Your Advertising -- The Mistake of the Big Steak -- The Omelette Soufflé.