Opportunities (November 1989 | Volume: 40, Issue: 7)

Opportunities

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Authors: John Steele Gordon

Historic Era: Era 4: Expansion and Reform (1801-1861)

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November 1989 | Volume 40, Issue 7

Asked how he had managed to acquire his vast fortune, Commodore Vanderbilt is supposed to have replied, “I seen my opportunities and I took ‘em.” As always, Vanderbilt’s perspicacity was far ahead of his grammar, and he had put his finger directly on capitalism’s secret weapon. In capitalist economies, whenever a new opportunity appears, entrepreneurs quickly find means to profit from it. But because they are free to pursue their self-interests as they see them, they profit as well from myriad ancillary opportunities initially undreamed of by most.

Consider the personal-computer industry, which did not even exist fifteen years ago. Steven Jobs and Stephen Wozniak got the ball rolling in 1976 when they developed the Apple 1 computer, and they have both profited handsomely from their seminal concept. But so have tens of thousands of others, often in ways far removed from the manufacture of computers.

Today, computer word-processing is slowly squeezing the life out of the typewriter business. Desktop publishing is profoundly changing the printing and publishing industries. Companies making computer games are thriving. Companies manufacturing modems, scanners, backup and storage devices, monitors, and other hardware have appeared in the hundreds. Software companies have proliferated. Informationretrieval services profitably provide their subscribers with information on everything from stock prices to genealogy to astrological forecasts.

Often, the greatest fortunes are created not by exploiting the basic technology but from the endeavors that are derived from it. The country’s youngest billionaire, William H. Gates, never designed a personal computer; he designed the basic software that allows most of them to work.

 

Earlier industries have had similar success stories. Television made such visionaries as David Sarnoff and William S. Paley immensely rich, but nowhere near as rich as Walter Annenberg became. Annenberg was not even in the television industry, for he was a publisher. But his idea to put out a weekly magazine that listed TV programs soon became the largest-circulation magazine in the world, TV Guide. Annenberg recently sold his company for $3.2 billion, mostly thanks to its flagship magazine. Likewise, A. C. Nielsen gave his name to the language—and greatly affected the history of both television and advertising—by developing a way to measure just who was watching what on the tube.

An early example of an American ancillary fortune is that made by Darius Ogden Mills in the California gold rush. Mills arrived in the first wave of 49ers, and while very, very few of those who rushed to California to moil for gold died rich, Mills died very rich, indeed. But he never panned a single ounce of the precious metal.

D. O. Mills (as he was known to family and friends) was born in 1825 in North Salem, New York, then deep in the countryside but now on the outer edge of New York’s suburbs. The Millses were a locally prominent family (his father was North Salem’s town supervisor in 1835), but poor investments reduced the family circumstances, and