You can have the best product in the world, you can have the best

Hear the words of E. Joseph Cossman, who declared: “You can have the best product in the world, you can have the best motivation in the world, you can have the best education in the world, you can have all the money in the world—but if you don’t have direction, you’ll never go anywhere.” These words carry the ring of eternal truth, for they remind us that abundance without aim is emptiness, and power without purpose is wasted. A ship may be magnificent, with sails of the finest cloth and a crew strong in spirit, but without a compass, it drifts endlessly, carried by winds it cannot command.

The first truth lies in direction itself. It is the guiding star, the principle that gives meaning to effort and form to energy. Without it, wealth becomes indulgence, education becomes arrogance, motivation becomes frenzy, and products become forgotten trinkets. Direction is not merely knowing where one wishes to go—it is aligning all gifts and resources toward a chosen end, refusing to be scattered by distractions. It is the force that turns potential into destiny.

History gives us countless examples of this law. Consider Alexander the Great. He inherited not only the armies of Macedonia but the wealth of a powerful kingdom and the teaching of Aristotle himself. Yet what distinguished him was not merely education or resources, but his clear direction: the vision to unite the known world under one banner. With this purpose, he marched from Greece to India, leaving a legacy that reshaped civilizations. Without that vision, his strength and fortune might have dissolved in civil strife, as so many dynasties before him.

By contrast, think of nations or men who possessed riches, talent, and learning, yet lacked direction. The Roman Empire in its later centuries had wealth overflowing, knowledge preserved, and armies vast. But it had lost its vision, its sense of shared purpose. Its people grew aimless, its leaders decadent, and its power dissipated. Here we see Cossman’s wisdom: without direction, even the greatest inheritance is squandered, and greatness collapses into dust.

Cossman himself was a man who understood this truth through commerce. He built his fortune not by chance but by setting a clear direction for his ventures, guiding his efforts toward goals when others floundered. His quote warns us not to be deceived by the accumulation of tools alone. For what use is a treasure chest to one who knows not where to take it? What use is a trained mind if it does not know what truth to pursue? What use is motivation if it runs in circles, exhausting itself without ever reaching a destination?

The lesson for us is plain: before chasing wealth, titles, or even knowledge itself, one must first ask, “Toward what end do I strive?” Define your direction clearly, for it is the pole star that will guide you when storms rage and doubts arise. Without it, you will drift from task to task, accomplishment to accomplishment, never finding rest nor meaning. But with it, even modest resources can be wielded like a sword, cutting a path to greatness.

Practical action follows from this wisdom. Take time to reflect on your direction—write it down, shape it into vision, speak it into being. Let every effort, every decision, every step align with it. Surround yourself with those who strengthen this direction, and cast aside distractions that weaken it. When you falter, return to it as a compass, and it will set you straight again.

So remember the words of Cossman: you may gather products, motivation, education, and money, but without direction, you remain unmoved. With direction, however, even the smallest spark becomes a flame that lights the world. Seek that guiding purpose, hold to it with all your strength, and your journey will not be wasted, but will blaze as a path for others to follow.