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of the irremediable calamity which threatens to engulf the whole of humanity since it is now an 
accepted principle of business to endeavour to make tyranny international, to suppress all customs 
of historical interest, and indeed everything which lends variety or distraction to human society in 
the interest of making a market for standardized products. The moral excuse for these activities is 
miserably thin, for the element which it is most important to suppress is originality as such, even 
when the question concerns the very idea of craftsmanship in itself. The idea at the back of 
puritanism is the reduction of the mass of humanity to a degree of slavery which has never 
previously been so much as contemplated by the most malignant tyrants in history; for it aims at 
completing the helplessness of the workman by minimizing his capacity. He must no more be 
permitted to exercise the creative craftsmanship involved in making a pair of boots; he must be 
rendered unable to do more than repeat mechanically, year in, year out, one meaningless item in 
the manufacture, so that when the pinch comes it shall be impossible for anyone to have boots at 
all except through the complex industrial conspiracy of the trusts. This idea, consciously or 
subconsciously, lies underneath all attempts to extend "civilization". The progress of this pestilence 
is only too visible all over the world. Standardized hotels and standardized merchandise have 
invaded the remotest districts, and these would be economically impossible unless supported by the 
forcible suppression of local competition. When, therefore, we find the newspapers indignant at 
Mohammedan morality, we may suspect the real trouble is that American hatters see no hope of 
disposing of their surplus stock, as long as the wicked Oriental sticks to his turban or tarbush. The 
exquisite, dignified and comfortable clothes of remote people, from Sicily to Japan, must give way 
to the vile shoddy products of foreign factories, and the motive is supplied by a worldwide 
campaign on behalf of social snobbery. The people are persuaded that they ought to try to look like 
a sporting duke or a bank president. Such plans obviously depend on the destruction of everything 
that makes for originality, self-respect, the love of beauty or the reverence for history. 
It took me a long while before I could formulate consciously this idea, so protean are its disguises 
and so subtly sinister its stratagems. But I have always possessed the instinct, I have always reacted 
automatically against this principle whenever I found it. It should be obvious that "Do what thou 
wilt" cuts diametrically athwart this modern civilization to destroy the distinctions which constitute 
the sole hope of humanity to make real progress by the selection and variation which are the means 
of evolution. It may be said that my own work is in the nature of missionary enterprise; and that 
this is, in fact, the very thing to which I object, since its idea is to persuade people to abandon 
their established beliefs and customs. This criticism is invalid. I do, as a matter of fact, object to 
missionary enterprise as such, whether it take the 
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form of imposing the cult of Osiris on the worshippers of Adonis, of persuading the Chinese to eat 
with knives and forks, or of making Eastern women obscenely ridiculous by changing their superb 
and suitable robes for frocks which pretend to have been made in Paris. But my message differs 
fundamentally from all previously promulgated precisely at this point. My predecessors have 
invariably said, "My belief is right and yours is wrong; my customs are worthy, yours are ignoble; my 
dress is decent, yours is not; think as I think, talk as I talk, do as I do, or you will be wretched, 
poor, sick, disgraced and damned; besides which, I shall cut your head off, burn you alive, starve 
you, imprison you, ostracize you and otherwise make you sorry you did not agree to be a good boy." 
The essence of every missionary message has been to assimilate the taught to the teacher; and it 
has always been accompanied by bribes and threats. My message is exactly opposed to any of this. I 
say to each man and woman, "You are unique and sovereign, the centre of an universe. However 
right I may be in thinking as I do, you may be equally right in thinking otherwise. You can only 
accomplish your object in life by complete disregard of the opinions of other people. You must not 
even take the outward signs of success as indications that the course of action which has produced 
them would serve your turn. For one thing, my coronet might not suit your complexion but give you 
a headache; for another, the measures which I took to obtain that coronet might not succeed in 
your case." 
My mission is, in short, to bring everyone to the realization and enjoyment of his own kingship, and 
my apparent interference with him amounts to no more than advice to him not to suffer 
interference. It may appear from this as if I were opposed to joint action directed to the attainment 
of a common purpose. But, of course, this is not the case. The advantages, not merely of