It cant be done, engineers might tell him. It has to be done, Watson would order, and often it could be. With this approach Watson brought out the best in his menin his engineers, for example. He believed that engineering, like salesmanship, depended not only on laws but on will. For him the first principle of science, as well as the first principle of the world of men, was enthusiasm. Build it, he would order his engineers arbitrarily. And when they did, the machine often seemed to be a triumph of Dale Carnegie over Newton.