Right hand man of Sears of Sears Roebuck presents a brisk biography, a biography more of a company than a man. He shows Sears as frank, peaceable, a born salesman and showman with a prodigious capacity for work and great vision. He built his gigantic business on a slogan -- SEND NO MONEY. He talked the farmer's language (we were then an agricultural nation); he fulfilled his claim, ""everything the customer might eat, wear and use"" -- and Asher shows how he did it, by advertising, merchandising, the famous catalogue, etc. Well enough told, though not brilliant.