The Fish That Ate the Whale: The Life and Times of America's Banana King
by Rich Cohen
29 popular highlights from this book
Key Insights & Memorable Quotes
Below are the most popular and impactful highlights and quotes from The Fish That Ate the Whale: The Life and Times of America's Banana King:
Show me a happy man and I will show you a man who is getting nothing accomplished in this world. Ripe
For every move, there is a countermove. For every disaster, there is a recovery. He never lost faith in his own agency. With his fortune fast diminishing, it was time to act.
The best tycoons are like magicians; they know when to share information and when to withhold.
Show me a happy man and I will show you a man who is getting nothing accomplished in this world.
(The world is a mere succession of fortunes made and lost, lessons learned and forgotten and learned again.)
giving with display is not giving, but trading. I give you money, you give me prestige. Philanthropy that does not degrade is done so quietly not even the rescued learns the name of his rescuer.
What cannot be accomplished by threats can often be achieved by composure. Sit and stare and let your opponent fill the silence with his own demons.
If you want to advance a private interest, turn it into a public cause.
It was not these policies alone that turned things around; it was also the energy behind the policies: the six-week tour, the firing and hiring, the tough decisions made about the fleet and the fields. A light was burning in the pilothouse, a firm hand had taken hold of the tiller. United Fruit’s stock price stabilized, then began to climb. It doubled in the first two weeks of Zemurray’s reign, reaching $26 a share by the fall of 1933. This had less to do with tangible results—it was too early for that—than the confidence of investors. If you looked in the newspaper, you would see the new head of the company landing his plane on a strip in the jungle, anchoring his boat on the north coast of Honduras, going here and there, working, working, working. In a time of crisis, the mere evidence of activity can be enough to get things moving. Though Zemurray would stay at the helm for another twenty years, United Fruit was saved in his first sixty days.
Preston later spoke of Zemurray with admiration. He said the kid from Russia was closer in spirit to the banana pioneers than anyone else working. “He’s a risk taker,”4 Preston explained, “he’s a thinker, and he’s a doer.
The greatness of Zemurray lies in the fact that he never lost faith in his ability to salvage a situation. Bad things happened to him as bad things happen to everyone, but unlike so many he was never tempted by failure. He never felt powerless or trapped. He was, as I said, an optimist. He stood in constant defiance.
First: modern society, with its millions, is essentially ungovernable. The public must instead be controlled by manipulation. The men who do this manipulating, in government or not, are the true leaders, philosopher-kings. They need not manipulate all the people, only the few thousand who set the agenda. The drivers of history are not the people, in other words, nor the elite who influence the people, but the PR men who influence the elite who influence the people.
Zemurray was not old and was still angry, easy to insult, easy to incense, driven, and restless. Show me a happy man and I will show you a man who is getting nothing accomplished in this world.
he wanted to win. And would do whatever it took. Here was a self-made man, filled with the most dangerous kind of confidence: he had done it before and believed he could do it again. This gave him the air of a berserker, who says, If you're going to fight me, you better kill me.
Guy Molony, who ran away from New Orleans at sixteen to fight in the Boer War. It was the era of romantic soldiering, when boys heeded the call of Rudyard Kipling (“Ship me somewheres east of Suez, where the best is like the worst, / Where there aren’t no Ten Commandments an’ a man can raise a thirst,” he wrote in “Mandalay”).
He was surrounded, supine in his dirty uniform, the faces staring down, the sky, the peaks—a legendary scene in the life of Lee Christmas. “Goddamned you all to Hell!” he shouted. “Shoot me now if you’ve got the guts. Shoot me you miserable heathens. Shoot me and be done with me but don’t bury me. Leave me on the ground to rot.” “Don’t bury you? But why Señor General?” Then came the words that Christmas either wrote in advance, made up afterward, or actually spoke—words that attached themselves to his story like a tagline, in the nature of “Do you feel lucky, punk?” “Because I want the buzzards to eat me, and fly over you afterward, and scatter white shit all over your God-damned black faces.
If you want to drive the isthmus lengthwise, down the gullet, Mexico to Colombia, where the land broadens and South America begins, your best bet is the Pan-American Highway, which starts in Alaska and continues thirty thousand miles to the bottom of the world. It’s a network of roads each charted by a conquistador or strongman. It’s disappointing in many places, rutted and small, climbing and descending, battling the jungle and mountains, then ending abruptly in the rain forest of Panama. It’s as if the road itself, defeated by nature, walked away muttering. It starts again sixty-five miles hence, on the other side of a chasm. This is called the Darién Gap. It symbolizes the incomplete nature of Central America, the IN PROGRESS sign that seems to hang over everything. Russia is the Trans-Siberian Railroad. Germany is the Autobahn. The United States is Route 66. Central America is the Darién Gap.
Zemurray lived near the docks. No one could tell me the exact address. Some building in the French Quarter, perhaps a wreck with cracks in the walls and a sloped ceiling, and the heat goes out and the fog comes in. When his business grew, he moved uptown, following the wealth of the city, which had been fleeing the French Quarter for decades. At twenty-nine, he was rich, a well-known figure in a steamy paradise, tall with deep black eyes and a hawkish profile. A devotee of fads, a nut about his weight, he experimented with diets, now swearing off meat, now swearing off everything but meat, now eating only bananas, now eating everything but bananas. He spent fifteen minutes after each meal standing on his head, which he read was good for digestion. His friends were associates, his mentors and enemies the same. He was a bachelor and alone but not lonely. He was on a mission, after all, in quest of the American dream, and was circumspect and deliberate as a result. He never sent letters or took notes, preferring to speak in person or by phone. He was described as shy, but I think his actions are more accurately characterized as careful—he did not want to leave a record or draw attention.
There are times when certain cards sit unclaimed in the common pile, when certain properties become available that will never be available again. A good businessman feels these moments like a fall in the barometric pressure. A great businessman is dumb enough to act on them even when he cannot afford to.
First: modern society, with its millions, is essentially ungovernable. The public must instead be controlled by manipulation. The men who do this manipulating, in government or not, are the true leaders, philosopher-kings. They need not manipulate all the people, only the few thousand who set the agenda. The drivers of history are not the people, in other words, nor the elite who influence the people, but the PR men who influence the elite who influence the people. “Those who manipulate [the] unseen mechanism of society constitute an invisible government which is the true ruling power,” wrote Bernays. “We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of.
Others, having started by extending credit to customers, evolved into America’s first investment banks. Lehman Brothers, founded by Henry Lehman, a Jewish immigrant from Bavaria, began as a dry goods store in Montgomery, Alabama, in 1844. Lazard Frères, founded by three Jewish brothers from France, began as a wholesale business in New Orleans in 1848.
In truth, Sam Zemurray was more interesting and unique—as a salesman of a perishable product, he was a kind of existentialist, skirting the line between wealth and oblivion, health and rot, a rider of railroads, a chaser of time, crossing the country in a boxcar filled with reeking produce. It was life: move the fruit now or you’re ruined forever. He became a gambler by necessity—a risk taker, a salesman, a brawler. “The little fellow,” as the big wheels in Boston called him, but the little fellow would build a kingdom from ripes.
Bernays set various goals: convince the American people of the Communist presence in Guatemala; convince members of Congress the issue is a winner; convince the CIA, which can actually do something on the ground, it’s time to act. Bernays wouldn’t make the world better for bananas, he would make the world better for American politicians, who would make the world better for the CIA, which would make the world better for bananas. Indirection.
No matter how long he lived in the South, Zemurray could never rise above street Spanish overlaid by his American accent, overlaid by his Russian accent. He was all overlay—identity stacked on identity, life stacked on
No matter how long he lived in the South, Zemurray could never rise above street Spanish overlaid by his American accent, overlaid by his Russian accent. He was all overlay—identity stacked on identity, life stacked on life.
The greatness of Zemurray lies in the fact that he never lost faith in his ability to salvage a situation. Bad things happened to him as bad things happen to everyone, but unlike so many he was never tempted by failure. He never felt powerless or trapped. He was, as I said, an optimist. He stood in constant defiance. When the secretary of state teamed up with J. P. Morgan and the Honduran government in a way contrary to Zemurray’s interests, he simply changed the Honduran government. When United Fruit drew a line at the Utila River and said, “You shall not cross,” he crossed anyway. When he was forbidden to build a bridge, he built a bridge but called it something else.
I laid down what might be called a constitution for the company. This constitution provided for a maximum of home rule in the field. It was established as a fixed policy that if [a plantation manager] could not handle his difficulties reasonably satisfactorily, we would appoint some man who could.
In the 1950s, a consortium of publishers—including Harcourt Brace and Simon & Schuster—concerned about a dip in numbers, hired Bernays. Did he go into schools and make the case for books? No, he talked to the architects and contractors who were designing the new suburban homes and convinced them a house is not modern if it does not include built-in bookshelves. Indirection.
He described his grand strategy as indirection. If General Motors hired Joe Schmo to sell cars, Joe Schmo would give an interview to Road & Track, telling them the specs of the Thunderbird, engine size in cubic inches, zero-to-sixty, and so on. Given the same job, Bernays would lobby Congress for higher speed limits, making it more fun to own a Thunderbird. Rather than fight for a single season of sales, he would make the world more friendly to his product.
