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by Ben Gilbert and David Rosenthal
Every company has a story. Learn the playbooks that built the world’s greatest companies — and how you can apply them.
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The story of Walt Disney is the origin of the modern intellectual property flywheel, where timeless animated characters, relentless innovation, and strategic monetization across film, merchandise, theme parks, and television created a self-sustaining business model that no other studio has replicated. Walt’s journey from newspaper delivery boy to the architect of a global entertainment empire was defined by his willingness to repeatedly bet the company — and his own fortune — on visionary ideas that others dismissed as folly, from the first synchronized sound cartoon to the first feature-length animated film and the first modern theme park.
Vanguard, founded by Jack Bogle, revolutionized investing by creating the first index fund for individual investors and structuring the company to be owned by its customers, not outside shareholders. This model has saved investors over $1 trillion in fees and fundamentally reshaped the financial industry.
Ferrari is a paradox: it sells fewer than 15,000 cars annually—less than Toyota sells in 10 hours—yet commands a market capitalization higher than Ford, Volkswagen, and Mercedes-Benz. Built on myth, tragedy, and Enzo Ferrari’s genius for marketing, the company leverages scarcity, racing heritage, and emotional storytelling to create one of the most powerful luxury brands in history, with a business model that prioritizes brand mystique over volume.
Formula One transformed from a chaotic, money-losing motorsport into a $25 billion enterprise under Liberty Media, thanks to visionary leadership from Bernie Ecclestone and strategic modernization. The sport now thrives on global appeal, Netflix’s Drive to Survive, and a business model balancing engineering excellence with entertainment.
The NFL has evolved into the most valuable media property in America through a century of strategic cooperation, revenue sharing, and media innovation, culminating in record valuations, global expansion, and cultural dominance — all while navigating controversies around player safety, social justice, and ownership transformation.
Rolex is a paradox: a secretive, privately-held company that has become one of the most recognizable luxury brands in the world, built not on fashion or exclusivity alone, but on engineering excellence, brand storytelling, and a deliberate strategy of controlled scarcity. Despite being a mechanical watchmaker in a digital age, Rolex has achieved unmatched market dominance by redefining the job of a watch — not to tell time, but to signal achievement, reliability, and timeless taste.
Costco is a retail powerhouse built on a deceptively simple yet brilliantly executed business model that prioritizes extreme value, high-quality products, and the lowest possible prices. Its success stems from a tightly integrated system of 50+ innovations refined over decades, rooted in principles established by retail pioneer Saul Price and perfected by Jim Sinegal, resulting in a company with cult-like customer loyalty, industry-leading efficiency, and a durable competitive moat.
To celebrate their 10th anniversary, Acquired hosts Ben Gilbert and David Rosenthal reflect on the journey of their podcast with guest Michael Lewis, dissecting the principles behind its success—deep research, emotional storytelling, and a unique partnership—while recording in the original Google garage.
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Every company has a story. Learn the playbooks that built the world’s greatest companies — and how you can apply them.
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