The only way sufficient capital for fine things can be obtained is by having millionaires who appreciate fine things, and believe in them, and believe the public in time will believe in them.

The only way in which a millionaire can recognize and believe in the fine things and in the best artists is by being, in spirit and temperament at least, an artist himself.

The only way in which a millionaire can be an artist is to work every day in the spirit in which the artist works.

This means the artist in business.

(1) The artist in business is the man who makes things people already want enough to make money, and who makes things he is going to make people want enough to make new values and to be of some use.

(2) The artist in business is the employer who makes new things and men together.  He lets the men who make new things with him become new men; and when the things are made, they go forth in their turn and make new men and make new publics.  New publics have had to be made for everything:  for the first umbrellas, for the first telephones, the first typewriters.  New publics have had to be made for Wagner, for Sunlight Soap, for Bernard Shaw; and it is the men who make new publics—­be it for big or little things—­who are artists.  They are in spirit, prophets, kings, and world-builders.

(3) Incidentally, the artist in business—­the employer who creates new values and is creative himself—­will like creative men in his factory, and will treat them so that they will put their creativeness into his business; he not only will be an artist himself, but he will have, comparatively speaking, a factory full of artists working with him.  And when the factories pour out the men at night, and the smoke and the murmur cease, and the windows are dark, they will go to creative and live men’s plays.

So it has come to pass that the modern business man of the artist sort holds the arts of modern times in the hollow of his hand.  He is a past-master of creating new publics.

(4) The artist in business is the man who educates and draws out, at every point where his business touches them, every day, all day, the men with whom he works.  He educates and develops the men who make the things.  He educates and develops the men who buy them.  Even the people who wish they had bought them, are educated or secreted, by the artist in business.  He is a maker of new publics, a world-builder, whichever way he turns.  A business man who merely makes for people what they want, and who does not get the prestige with men of making for them things that they did not know they wanted, is a failure and falls behind in his business.  All the big men in business work in future tenses.  They are prophets, historians, and they are Now-men, men who work by seeing the truth all round the present moment, the present persons, and the present market, and before it and behind it.  Millionaires who are making their money in this spirit will understand and believe in plays that are written in this spirit, and the people who work for such employers will like to go to such plays, and the theatre managers, instead of being the bullies and tyrants of the world of art, will be held in the power of the men who see things and who make things—­men who in vast sweeps called audiences, night after night, make new men upon the earth.