So the God of Books exists after all.A journalist who could treat businessmen fairly is seeing a big boost to his popularity.
That was the thought of many of us when we saw Business Adventures leap to the top of the bestseller lists. For decades now, this volume by the late John Brooks has enjoyed an intense following among business writers. So has the rest of Brooks’s work, especially Once in Golconda, a collection of articles — fables, almost — about the 1920s. Someone, way back when, even called Brooks the “La Fontaine of finance writers.”
Nonetheless, for whatever reason, the rest of the reading public — whether in the 1990s, the Aughts, or the current decade — did not appear to share the journalists’ enthusiasm. In the case of Once in Golconda, some conjectured that it was the title choice that was fatal. Where, or what, in heck is “Golconda”? A mythical kingdom in India, it turned out. Brooks’s 1920s volume, some of us speculated, might have endured had he titled the book “The Roaring Twenties.”
As it turns out, it was not a better title that Brooks needed but a billionaire. For when earlier this summer news got out that Bill Gates rated Business Adventures his top read, and that Warren Buffett had given Gates the book, it became a bestseller all over again, four decades after it first appeared.
Some of the reasons that billionaires like Brooks have already been noted in the past weeks’ rush of Gates-approved Brooksmania. The first is that Brooks approaches start-up entrepreneurs in relatively friendly fashion. As Slate noticed, Brooks, like Michael Lewis after him, admires young businessmen with icon-busting ideas. Lewis profiles the innovations of Billy Beane and his statistical sidekick, Paul DePodesta, in scouting baseball players. Brooks likes young risk-takers too: His account of a young energy engineer and his firms’ efforts to escape the ambiguities of the Securities and Exchange Commission’s insider-trading rules will make any young entrepreneur breathless. Brooks captures failure of youthful projects as well. The most beautiful article ever written about a product fiasco is Brooks’s account of the folly of the Edsel automobile at the Ford Motor Company. The final line is one not of despair but of triumph: Brooks’s conclusion in “The Fate of the Edsel” is that “failure can have a certain grandeur success never knows.”
A second reason Brooks enraptures is that he captures challenges ubiquitous in business but a bit obscure for popular television or even Morning Joe: intellectual property and noncompete agreements, for example. One of his best is “One Free Bite,” the story of a young scientist named Donald Wohlgemuth who walked over from B. F. Goodrich to a competitor, International Latex, and then discovered, to his shock, that Goodrich objected. Brooks traces the story of how Goodrich dragged the young man into court to stop him sharing secrets of the space suit they were designing for Mercury astronauts.