THE PRICELESS INGREDIENT In the city of Baghdad lived Haakem, the wise one. 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 to Haakem, “Tell me, wise one, what shall I do to recover the most for that which I spend?” Haakem answered, “A thing that is bought or sold has no value unless it contains 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 in the marketplace is the Honour and Integrity of those who sell it. Consider their name before you buy.”