Word: riche
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Dates: during 1990-1999
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Building modest homes made Levitt rich. In 1968, after his company had built more than 140,000 houses around the world, Levitt & Sons was sold to ITT Corp. for $92 million in stock, most of which went to him. That fortune bought, among other things, a 237-ft. yacht, La Belle Simone, named for his third wife, and a 30-room mansion in Mill Neck, N.Y. But the deal barred him from the domestic construction business for 10 years. Within four years, the ITT stock, which he had been using as collateral to build subdivisions in places like Iran, Venezuela...
...adman's adman. He wasn't a hipster like William Bernbach, who tapped into youthcult with the "Think Small" campaign for Volkswagen. He wasn't an elegant rationalist like David Ogilvy, whose ads famously advised the rich that a Rolls-Royce was the sensible car to buy. He didn't even work on Madison Avenue, but in Chicago's Loop instead. But Leo Burnett, the jowly genius of the heartland subconscious, is the man most responsible for the blizzard of visual imagery that assaults us today...
...would-be Great War veteran would grow rich serving the children of World War II vets. His confidence in what he had seen was unshakable. As he noted later, "I was 52 years old. I had diabetes and incipient arthritis. I had lost my gall bladder and most of my thyroid gland in earlier campaigns, but I was convinced that the best was ahead of me." He was even more convinced than the McDonalds and eventually cajoled them into selling out to him in 1961 for a paltry $2.7 million...
...what households. Estee Lauder loved to "entertain," as giving large dinner parties was once called. She enjoyed "beautiful people"--celebrities, the rich and famous--and could invite them to dine with her at a table that could seat 30 without extensions. The food and the wines, lovely. She didn't miss a thing. She learned as she grew up. She watched; she enjoyed her world...
Looking back, one can see that Rozelle's career was built on his talent for 1) persuading rich men who were unfamiliar with not having everything they wanted to take less than they deserved and 2) preventing full-scale revolt the minute the stakes became high. The subsequent endless pressures on Rozelle are familiar to anyone who has ever built a successful cartel--and cartels by and large fail. A member is more inclined to cheat the group the more successfully the group drives up his price. When Jerry Jones of the Dallas Cowboys cut a side deal with Pepsi...