Table of Contents

Foreword MICHAEL BLOOMBERG ix

Acknowledgments xiii

1 The Art of Being Unreasonable 1

2 Why Not? The Powerful Question 7

3 Forget Conventional Wisdom 14

4 Do Your Homework No Matter How Much Time It Takes 23

5 The Value of Being Second 31

6 How to Work 24/7 and Still Get 8 Hours of Sleep 38

7 Bright and Young Is a Winning Combination 44

8 Risk 53

9 How to Get Results 58

10 Leverage 64

11 Marketing 71

12 Investing 79

13 Negotiation 85

14 The Logic of Being Logical 94

15 I Ain't Nothing but a Hound Dog 100

16 Is That the Best You Can Do? Motivating People by Challenging Them 109

17 Competition 116

18 It's Better to Be Respected Than Loved 124

19 Giving Back 133

20 Education: Never Let a Crisis Go to Waste 139

21 The Unreasonableness of Art and Artists 147

22 Reflections and Second Thoughts 156

Appendix Eli Broad Career Highlights 166

Index 178

About the Author

Eli Broad is an entrepreneur, philanthropist, and the founder of two Fortune 500 companies, KB Home and SunAmerica. He is an internationally known art collector and museum patron and has been profiled on 60 Minutes , in Vanity Fair , and in the New York Times for his role in the creation of Los Angeles cultural institutions, including the Frank Gehry--designed Walt Disney Concert Hall, the Museum of Contemporary Art, the Broad Contemporary Art Museum at the Los Angeles County Museum of Art, and The Broad, a new contemporary art museum he and his wife Edythe are building in the heart of downtown Los Angeles. He and his wife have been the driving force behind a genomic medicine research powerhouse--the Broad Institute of Harvard and MIT--and three stem cell research centers in California. He is a life trustee on the boards of MOCA, LACMA, and the Museum of Modern Art in New York and is regent emeritus of the Smithsonian Institution.