1 32 TH E M IN D o r TH E B U Y E R
of a diffic ul ty ; (^2 ) th e l ocation of th e diffic ul ty ; ( (^3) ) th e se a rch fo r a sol u tion ; (^4 ) th e
sol ution.
By way of illus tra tion l et us im a gine a sa l e
i n which th e b uye r decide s t o b uy a n a uto
m obil e ti re th ro ugh a p roc ess o f p ra c tically
p ure rea soning. Let u s supp ose th at o ur tire
fe at ure s a devic e fo r p reven tin g rim-c u ts.
How sh all w e direc t t h e rea sonin g proc e sse s
o f th e b uyer so th a t h e will make a p urch ase?
R ecognition o f a difficulty. First w e sh oul d
l ea d him to see th a t o ne of hi s grea t a utomo
biling p roblem s i s th e short life o f hi s ti re s.
H e will doub tl ess rea dily a dmi t thi s to b e
t rue. Th ough th e re mi gh t b e ci rc um stanc e s
un de r which th e b uye r w oul d n o t h ave such
a cl ea r c on sci ousne ss o f th e p roblem ; i n which
c a se th e ta sk of th e sell er i s to pic ture th e
p robl em i n ex trao rdina rily vivi d term s. W e
shall revert to thi s p oint i n a la te r pa ragraph.
Lo catio n o f difficulty. O ur sec on d ta sk i s to
l oc at e th e diffic ul ty by sh owi n g th e c ause o f
such rapi d det e ri ora ti on of tire s. W e sh all
l o c at e this diffic ul ty in th e w ea ring by th e
rim. We migh t dem on st ra t e thi s graphically
by picking up a n ol d tire and sh owin g th e
b uye r h o w th e wall s o f th e tire h ave be en
b roke n dow n by th e sh arp impac t wi th the