THE SOURCE COMPANY
                        1995 INCENTIVE STOCK OPTION PLAN


         1.       Purpose of the Plan

         The Source  Company  1995  Incentive  Stock  Option  Plan  ("Plan")  is
intended to provide additional incentive to certain valued and trusted employees
of The Source Company,  a Missouri  corporation (the "Company"),  by encouraging
them to acquire  shares of the $.01 par value  common  stock of the Company (the
"Stock")  through options to purchase Stock granted under the Plan  ("Options").
The  purpose for  granting  such  Options  and making the  purchase of the Stock
possible is to  increase  the  proprietary  interest  of such  employees  in the
business of the Company and provide them with an increased  personal interest in
the  continued  success and progress of the Company.  The intended  result is to
promote the interests of both the Company and its shareholders.

         Options  granted  under the Plan are intended to qualify as  "incentive
stock  options"  ("ISOs")  within the  meaning of  Section  422 of the  Internal
Revenue Code of 1986, as amended (the "Code").  Each employee  granted an Option
will receive and be required to accept a Stock Option Agreement with the Company
(the  "Option  Agreement"),  which  sets forth the terms and  conditions  of the
Option, in accordance with this Plan.

         2.       Administration of Plan

         The Plan will be  administered  by a Stock  Option  Committee  ("Option
Committee") appointed by the Board of Directors of the Company ("Board"),  to be
composed of not less than three (3) members. Each member of the Option Committee
shall be: (i) a member of the Board;  (ii) not  eligible  to receive any Options
under this Plan; and (iii) a  "disinterested  person" within the meaning of Rule
16b-3  under  the  Securities  Exchange  Act of  1934 or any  successor  rule or
regulation.  Each member of the Option  Committee shall serve at the pleasure of
the Board. Any vacancy occurring in the membership of the Option Committee shall
be filled by appointment by the Board. If the Board has a Compensation Committee
and its members meet the above requirements, at the discretion of the Board, the
Compensation Committee may concomitantly be the Option Committee.

         The Option Committee shall have the sole power:

         (a) subject to the  provisions  of the Plan, to determine the terms and
conditions  of all  Options;  to  construe  and  interpret  the Plan and Options
granted under it; to determine the time or times an Option may be exercised, the
number of shares as to which an Option  may be  exercised  at any one time,  and
when an  Option  may  terminate;  to  establish,  amend  and  revoke  rules  and
regulations  relating  to the Plan and its  administration;  and to correct  any
defect,  supply any omission,  or reconcile any inconsistency in the Plan, or in
any Option Agreement, in a manner and to the extent it shall deem necessary, all
of which  determinations  and  interpretations  made by the  Committee  shall be
conclusive and binding on all Optionees and on their legal  representatives  and
beneficiaries; and







         (b) to determine all questions of policy and expediency  that may arise
in the administration of the Plan and generally exercise such powers and perform
such acts as are deemed  necessary or expedient to promote the best interests of
the Company.

         3.       Shares Subject to the Plan

         Subject to the provisions of paragraph 13, the Stock that may be issued
pursuant to Options granted under the Plan shall not exceed in the aggregate Six
Hundred Thirty Thousand  (630,000)  shares of $.01 par value common stock of the
Company.  If any  Options  granted  under  the  Plan  terminate,  expire  or are
surrendered without having been exercised in full, the number of shares of Stock
not purchased under such Options shall be available again for the purpose of the
Plan.  The Stock to be offered for  purchase  upon the grant of an Option may be
authorized but unissued Stock or Stock  previously  issued and  outstanding  and
reacquired by the Company.

         4.       Persons Eligible for Options

         All  employees  of the  Company  who  are  not  members  of the  Option
Committee  shall be eligible to receive the grant of Options under the Plan. The
Option Committee shall determine the employees to whom Options shall be granted,
the time or times  such  Options  shall be  granted,  the number of shares to be
subject  to each  Option and the times when each  Option may be  exercised.  The
Option  Committee  shall  seek  information,  advice  and  recommendations  from
management to assist the Option Committee in its independent determination as to
the employees to whom Options shall be granted. An employee who has been granted
an Option (an "Optionee"),  if he or she is otherwise  eligible,  may be granted
additional Options.

         5.       Purchase Price

         The  purchase  price  of each  share of Stock  covered  by each  Option
("Purchase Price") shall not be less than one hundred percent (100%) of the Fair
Market Value Per Share (as defined below) of the Stock on the date the Option is
granted.  However,  if and when an Option is granted the Optionee  receiving the
Option owns or will be  considered  to own,  by reason of Section  424(d) of the
Code,  more than ten percent  (10%) of the total  combined  voting  power of all
classes of stock of the Company,  the purchase price of the Stock covered by the
Option  shall not be less than one hundred  and ten  percent  (110%) of the Fair
Market Value Per Share of the Stock on the date the Option is granted.

         "Fair Market Value Per Share" of the Stock shall mean: (i) if the Stock
is traded only  otherwise  than on a  securities  exchange  and is quoted on the
National  Association of Securities  Dealers,  Inc.  Automated  Quotation System
("NASDAQ"),  the closing  quoted selling price of the Stock on the date of grant
of the Option,  as reported  by the Wall  Street  Journal;  (ii) if the Stock is
admitted to trading on a securities  exchange,  the closing quoted selling price
of the Stock on the date of grant of the Option, as reported in the Wall Street

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Journal;  or (iii) if the Stock is traded only  otherwise  than on a  securities
exchange and is not quoted on NASDAQ,  the closing  quoted  selling price of the
Stock  on the date of  grant  of the  Option  as  quoted  in the  "pink  sheets"
published by the National Daily Quotation  Bureau. In any case, if there were no
sales of the Stock on the date of the grant of an Option,  the Fair Market Value
Per Share shall be determined by the Option Committee in accordance with Section
20.2031-2 of the Federal Estate Tax Regulations.

         6.       Duration of Options

         Any outstanding  Option and all  unexercised  rights  thereunder  shall
expire and  terminate  automatically  upon the earliest of: (i) the cessation of
the employment or engagement of the Optionee by the Company for any reason other
than retirement (under normal Company policies),  death or disability;  (ii) the
date  which is three  months  following  the  effective  date of the  Optionee's
retirement  from  the  Company's  service;  (iii)  the  date  which  is one year
following the date on which the  Optionee's  service with the Company ceases due
to death or disability;  (iv) the date of expiration of the Option determined by
the Option  Committee  at the time the Option is granted and  specified  in such
Option;  or (v) the tenth (10th) annual  anniversary date of the granting of the
Option,  or,  if when an  Option  is  granted  the  Optionee  owns (or  would be
considered to own by reason of Section 424(d) of the Code) more than ten percent
(10%) of the total combined voting power of all classes of stock of the Company,
then on the fifth (5th) such anniversary.  However, the Committee shall have the
right,  but not the obligation,  to extend the expiration of the Options held by
an Optionee  whose service with the Company has ceased for any reason to the end
of their original terms, notwithstanding that such Options may no longer qualify
as ISOs under the Code.

         7.       Exercise of Options

         (a) An Option may be exercisable in installments or otherwise upon such
terms as the Committee shall determine when the Option is granted.

         (b) No Option will be exercisable  (and any attempted  exercise will be
deemed null and void) if such  exercise  would  create a right of  recovery  for
"short-swing  profits"  under  Section 16(b) of the  Securities  Exchange Act of
1934.

         (c) No Option will become  exercisable  if the  exercisability  of such
Option would cause the aggregate fair market value (as determined at the time of
grant in accordance with the provisions of paragraph 5 hereof) of the Stock with
respect to which Option issued by the Company are first exercisable  during such
calendar  year to exceed  $100,000.  If the grant of an Option  hereunder  would
cause a violation of the foregoing limitation, the exercisability of the portion
of the Option granted  hereunder  shall be reduced to the extent  necessary such
that no  violation  of the  foregoing  limitation  will  occur.  Any Option with
respect to which exercisability has been deferred shall become first exercisable
on the first day of the  calendar  year in which such  exercisability  would not
cause a violation of the limitations

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contained  in  Section  422(b)(7)  of  the  Code;  provided,   however,  if  the
exercisability  is required to be deferred beyond the expiration of such Option,
the grant of such Option shall be null and void.

         8.       Method of Exercise

         (a) When the right to purchase shares accrues, Options may be exercised
by giving written  notice to the Company  stating the number of shares for which
the  Option is being  exercised,  accompanied  by payment in full by cash or its
equivalent,  as is  acceptable  to the Company,  of the  purchase  price for the
shares  being  purchased.  The  Company  shall issue a separate  certificate  or
certificates of Stock for each Option exercised by an Optionee.

         (b) In the Committee's discretion,  determined at the time an Option is
granted,  payment  of the  purchase  price for shares may be made in whole or in
part with other  shares of Stock of the Company  which are free and clear of all
liens and encumbrances. The value of the shares of Stock tendered in payment for
the shares being  purchased shall be the Fair Market Value Per Share on the date
of the Optionee's notice of exercise.

         (c) Notwithstanding the foregoing,  the Company shall have the right to
postpone  the time of  delivery of any shares for such period as may be required
for the  Company,  with  reasonable  diligence,  to comply  with any  applicable
listing  requirements  of any  national  securities  exchange  or  the  National
Association of Securities Dealers,  Inc. or any Federal,  state or local law. If
the Optionee,  or other person  entitled to exercise an Option,  fails to timely
accept delivery of and pay for the shares  specified in such notice,  the Option
Committee shall have the right to terminate the Option and the exercise  thereof
with respect to such shares.

         9.       Nontransferability of Options

         No Option granted under the Plan shall be assignable or transferable by
the Optionee,  either  voluntarily or by operation of law, other than by will or
the laws of descent and distribution,  and, during the lifetime of the Optionee,
shall be exercisable only by the Optionee.

         10.      Continuance of Employment

         Nothing  contained in the Plan or in any Option  granted under the Plan
shall confer upon any Optionee  any rights with respect to the  continuation  of
employment  by the Company or interfere in any way with the right of the Company
(subject to the terms of any separate  employment  agreement to the contrary) at
any  time  to  terminate  such   employment  or  to  increase  or  decrease  the
compensation  of the  Optionee  from  the rate in  existence  at the time of the
granting of any Option.


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         11.      Restrictions on Shares

         If the Company  shall be advised by counsel that  certain  requirements
under  Federal or state  securities  laws must be met before Stock may be issued
under the Plan,  the  Company  shall  notify all  persons  who have been  issued
Options,  and the Company shall have no liability for the failure to issue Stock
under any exercise of Options because of any delay while such  requirements  are
being met or the inability of the Company to comply with such requirements.

         12.      Privilege of Stock Ownership

         No person  entitled to exercise any Option granted under the Plan shall
have the rights or privileges of a stockholder  of the Company for any shares of
Stock  issuable  upon  exercise of such Option  until such person has become the
holder of record of such shares.  No  adjustment  shall be made for dividends or
other rights for which the record date is prior to the date on which such person
becomes the holder of record, except as provided in paragraph 13.

         13.      Adjustment

         (a) If the  number of  outstanding  shares of Stock  are  increased  or
decreased, or such shares are exchanged for a different number or kind of shares
or securities of the Company, through reorganization,  merger, recapitalization,
reclassification,  stock dividend,  stock split, combination of shares, or other
similar  transaction,  the  aggregate  number of shares of Stock  subject to the
Plan,  as provided in paragraph 3, and the shares of Stock subject to issued and
outstanding  Options under the Plan shall be appropriately  and  proportionately
adjusted by the Committee. Any such adjustment in an outstanding Option shall be
made  without  change  in  the  aggregate   purchase  price  applicable  to  the
unexercised  portion  of the Option but with an  appropriate  adjustment  in the
price for each share or other unit of any security covered by the Option.

         (b)  Notwithstanding  paragraph  (a),  upon:  (i)  the  dissolution  or
liquidation of the Company,  (ii) a  reorganization,  merger or consolidation of
the  Company  with one or more  corporations  in which  the  Company  is not the
surviving  corporation,  (iii) a sale of substantially  all of the assets of the
Company or (iv) the transfer of more than 80% of the then  outstanding  Stock of
the Company to another  entity or person,  in a single  transaction or series of
transactions,  the Board  shall  accelerate  the time in which  any  outstanding
Options  granted  under  the  Plan  may  be  exercised  to a time  prior  to the
consummation  of the  transaction,  and  the  Plan  shall  terminate  upon  such
consummation  of the  transaction.  However,  the  acceleration  of the  time of
exercise  of such  Options  and the  termination  of the Plan shall not occur if
provision is made in writing in  connection  with the  transaction,  in a manner
acceptable to the Board,  for: (A) the continuance of the Plan and assumption of
outstanding  Options, or (B) the substitution for such Options of new options to
purchase the stock of a successor corporation (or parent or subsidiary thereof),

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with  appropriate  adjustments as to number and kind of shares and option price.
The Board of  Directors  shall have the  authority  to amend this  paragraph  to
provide for a requirement  that a successor  corporation  assume any outstanding
Options.

         (c)  Adjustments  under this  paragraph  13 shall be made by the Option
Committee,  whose  determination as to what  adjustments  shall be made, and the
extent thereof shall be final,  binding and conclusive.  No fractional shares of
Stock shall be issued under the Plan or in connection with any such adjustment.

         14.      Investment Purpose

         Each Option  granted  hereunder may be issued on the condition that any
purchase  of Stock by the  exercise  of an Option  which is not the subject of a
registration  statement  permitting the sale or other distribution thereof shall
be for investment  purposes and not with a view to resale or  distribution  (the
"Restricted  Stock"). If requested by the Company,  each Optionee must agree, at
the time of the  purchase of any  Restricted  Stock,  to execute an  "investment
letter"  setting  forth such  investment  intent in the form  acceptable  to the
Company  and must  consent  to any stock  certificate  issued to him  thereunder
bearing a restrictive  legend setting forth the  restrictions  applicable to the
further resale,  transfer or other conveyance thereof without registration under
the Securities Act of 1933, as amended,  and under the applicable  securities or
blue sky laws of any other jurisdiction  (together,  the "Securities  Laws"), or
the availability of exemptions from  registration  thereunder and to the placing
of transfer restrictions on the records of the transfer agent for such stock. No
Restricted  Stock may thereafter be resold,  transferred  or otherwise  conveyed
unless:

                    (1) an opinion of the  Optionee's  counsel is  received,  in
               form and substance  satisfactory to counsel for the Company, that
               registration under the Securities Laws is not required; or

                    (2) such Stock is registered under the applicable Securities
               Laws; or

                    (3) A "no action"  letter is received  from the staff of the
               Securities and Exchange  Commission  and from the  administrative
               agencies  administering  all other applicable  securities or blue
               sky laws, based on an opinion of counsel for Optionee in form and
               substance  reasonably  satisfactory  to counsel for the  Company,
               advising  that  registration  under  the  Securities  Laws is not
               required.

         15.      Amendment and Termination of Plan

         (a) The Board of Directors of the Company may, from time to time,  with
respect to any shares at the time not subject to Options,  suspend or  terminate
the Plan or amend or revise the terms of the Plan;  provided  that any amendment
to the Plan shall be approved by a majority of the  shareholders  of the Company
if the  amendment  would  (i)  materially  increase  the  benefits  accruing  to

                                       -6-




participants  under the Plan;  (ii) increase the number of shares of Stock which
may be issued  under  the  Plan,  except as  provided  under the  provisions  of
paragraph 13; or (iii) materially  modify the requirements as to eligibility for
participation in the Plan.

         (b) Subject to the provisions of paragraph 13, the Plan shall terminate
ten (10) years  from the  earlier  of the  adoption  of the Plan by the Board of
Directors or its approval by the shareholders.

         (c) Subject to the provisions of paragraph 13, no amendment, suspension
or termination of this Plan shall,  without the consent of each Optionee,  alter
or impair any rights or  obligations  under any Option  granted to such Optionee
under the Plan.

         16.      Effective Date of Plan

         The Plan shall become effective upon adoption by the Board of Directors
of the Company and approval by the Company's  shareholders;  provided,  however,
that  prior to  approval  of the Plan by the  Company's  shareholders  but after
adoption  by the  Board of  Directors,  Options  may be  granted  under the Plan
subject to obtaining such approval.

         17.      Term of Plan

         No Option shall be granted under the Plan after ten (10) years from the
earlier of the date of  adoption  of the Plan by the Board of  Directors  of the
Company or the date of approval by the Company's shareholders.

             
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