Never Be Greedy.

Today's Marketing Cookie is about the cost of capitalism.

I'd like to highlight the most successful businessmen in American history, including Vanderbilt, Carnegie, J.P. Morgan, and Rockefeller.

None of these men came from great privilege, but they possessed a talent for recognizing opportunity and capitalizing on new markets. Vanderbilt created the modern railroad. Carnegie mass-produced steel. Rockefeller refined oil. Morgan financed Edison's lightbulb, brought electric power into the home, and invented the modern financial system. These self-made men defined the American Dream by the way they seized opportunities, pushed innovation, and in the process, built empires of incredible wealth and power, unlike anything seen before in history.

While their innovations were celebrated for changing the world and improving the lives of every person ever since, they were also accused of being greedy. The history books say they underpaid their workers, made them toil in the worst conditions, with little regard for health or safety, and they wielded great political power by buying the desk of the presidency. Eventually, Theodore Roosevelt sued their monopolies with anti-trust suits, broke up their companies, and leveled the playing field.

There's so much more to the story, of course, but I want to point out what these men accomplished after having their empires dismantled. Rather than push for more wealth or continue attempting to jockey for the title of "wealthiest man in the world," they entered a new race trying to out-give each other. They built thousands of libraries, concert halls, museums, universities, and endowed hundreds of scientific, educational, and medical research institutions. By sharing the wealth they obtained through greed, they have forever become known as the most generous men in the world.

Ironic as it may be, it is possible that some of the funds initially gained through greed were given to assist victims who had been run over on a philanthropist's road to success. Just think about that for a moment...

I can't help but look at self-made men of today such as Bill Gates (and others) who followed the American Dream, accumulated great wealth, built astounding empires, and are now focused on giving. Mr. Gates, like the richest men of yesterday, has been sued for trying to own a monopoly, has been accused of being greedy, and perhaps such is the plight of capitalism. While I cannot speak to the true intentions of wealthy men like Bill Gates, I do admire their drive for innovation and accomplishment. I acknowledge the innovations they've brought to humanity, and the great wealth they've shared as a result.

The American Dream rewards innovators, but only if they are willing to strive, fight, and push for their place in our economy. Such struggle for success creates aggressive business leaders, the likes of which are among the fittest to compete on a world stage. Our determination and drive were, and are, what make Americans so successful. While such great strengths are often also our greatest weakness, we must maintain humility and avoid the temptation of greed when wealth is obtained. Whether you've already built an empire or aspire to lay a foundation for the next world-changing business, I hope you follow the sage words in today's fortune: "Consider gain and loss, but never be greedy and everything will be all right."