Business Adventures

Business Adventures by John Brooks is a collection of twelve long-form articles, mostly first published in The New Yorker between 1959 and 1969, that together form a casebook of mid-century American corporate life. Its most famous chapter, "The Fluctuation," reconstructs the 1962 stock market crash through the experience of a single brokerage firm, showing how rumor, margin debt, and professional panic fed a one-day collapse. Another, "The Fate of the Edsel," examines Ford's doomed 1957 launch, tracing the failure to flawed market research, internal politics, and the assumption that a car could be sold like soap. "The Last Great Corner" recounts the 1920s attempt by the Piggly Wiggly founder Clarence Saunders to corner shares in his own company, an episode that ends in bankruptcy and explains short selling along the way. Brooks's distinctive method is narrative rather than prescriptive: he follows named executives, bankers, and regulators through specific episodes and lets the institutional mechanics emerge from the story. "Casino of the Airwaves" covers the quiz-show scandals of the late 1950s and the testimony before Congress that followed. "Xerox Xerox Xerox Xerox" dramatizes the marketing gamble behind the plain-paper copier, including the decision to lease rather than sell machines. "The Impacted Philosophers" anatomizes the 1961 price-fixing conspiracy among General Electric and Westinghouse executives, while "Stockholder Season" and "A Reasonable Amount of Time" address shareholder meetings and insider trading. The book's recurring argument is that corporate behavior is shaped by human temperament, miscalculation, and institutional pressure rather than by tidy theory. Warren Buffett has cited it as a favorite, and Bill Gates reprinted it as the first title in his business series, praising Brooks's ability to make financial mechanics legible through character. Its settings are boardrooms, trading floors, and congressional hearings of the postwar boom.