In the city of London lived William, the Wise One, and many people went to him for counsel, which he gave freely to all, asking nothing in return.
There came to him a young man, who had spent much but got little, and said, “Tell me, Wise One, what shall I do to receive the most for that which I spend?”
William answered, “A thing that is bought and sold has no value unless it contain that which cannot be bought or sold. Look for the Priceless Ingredient.”
“But what is the Priceless Ingredient?” asked the young man. Spoke then the Wise One, “My son, the Priceless Ingredient of every product and service in the market-place is the Honor and Integrity of him who provides it. Consider his name before you buy.”