The Art of Being Unreasonable: Lessons in Unconventional Thinking

Praise for The Art of Being Unreasonable "In The Art of Being Unreasonable , my friend Eli Broad lets us in on his secrets to success in business, philanthropy, and life—and he asks the right questions, looks for the right answers, and never stops working until he gets results. At a time when our country needs to focus on what works, Eli′s book is a blueprint for effective public citizenship." — President William Jefferson Clinton "Reading Eli Broad′s The Art of Being Unreasonable may not turn you into a billionaire philanthropist, but it will surely make you stop and think about the thousands of hours you waste stopping and thinking, when you could be out there doing. Eli is the exemplar of how to succeed in business and in life by really trying and only taking yes for an answer." — Morley Safer , Correspondent, 60 Minutes "As a creator of successful companies, Eli Broad has few equals, and The Art of Being Unreasonable clearly shows why. It′s also a book that powerfully makes the case that wealth finds its ultimate purpose in public service." — Bill Gates , Co–Chair, Bill & Melinda Gates Foundation, and Chairman, Microsoft Corporation "The art of being effectively unreasonable has propelled Eli Broad to the pinnacle in four careers. But he also is completely delightful, as is this book. It will teach you how to become a success by merrily bending reality." — Walter Isaacson , author, Steve Jobs , and CEO, Aspen Institute "Eli Broad is the only entrepreneur ever to create two Fortune 500 companies in different industries, and in this movingly personal and wonderfully plain–spoken book, he not only describes how he did it, but also the lessons anyone can take from his career. It′s a story rich in engaging anecdotes and human detail." — Maria Bartiromo , Anchor, CNBC′s Closing Bell and The Wall Street Journal Report "Eli Broad is a man of great accomplishments in many fields. Few will read his book without a twinge of envy; almost all will learn a lot. And what you learn will be useful in your career and your life." — Donald E. Graham , Chairman, The Washington Post Company

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

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.