CHAPTER 44

Create Trust

LEARNING FROM

Levi Strauss

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In 1847, Levi Strauss (1829–1902) emigrated from Germany to the United States, where he first settled in New York. When the gold rush started, he followed the hordes to California, but instead of prospecting for gold, he made a smart decision to set up a textile wholesaling business. Between 1850 and 1870 he very successfully expanded that business, repeatedly enlarging his company, which was based in San Francisco. At the time, gold prospectors were faced with the problem that the pockets of their work pants kept ripping open under the weight of the nuggets they found, so the tailor Jacob Davis ...

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