and this is john de rockefeller jr. and this is john de rockefeller senior. okay. and so what i want you to do is i want you to put your cell phones and i want you to google wealthiest american that has ever lived. or yahoo! we're being or safari or whatever your chosen search engine is. i'm just a i'm a googler. that's acceptable, actually. what? google. google. so who do we find? do we find john rockefeller? whose wealth even today, if you compared it to $2 in the us dollar today, would still be considered one of the wealthiest americans that had ever lived. does anyone know how he was able to amass his wealth? okay, perfect. so there's this idea of a monopoly, right? so what is a monopoly look like? you own everything. okay, so explain it. so you have these other companies that distribute oil however you own them, through corporate rights, through oil rights. so they might be able to sell it, but you still get all the profit for it. so you can set prices how you want because you have no competition and they have to buy it because they can't get it anywhere else.

this is a great example of how john de rockefeller came to control the oil industry and his control his monopoly is horizontal. so we've got five steps. john de rockefeller did not own all of the oil wells in america. okay. he didn't own all of the pipelines or the railroads that are going to transport that crude oil. but what he did own was that third process. rockefeller owned over 90% of the oil refineries in america. so if you were taking crude oil out of the ground, you hit a gusher down in west texas. you're going to have to go to a standard oil refinery for it to be processed into usable, sellable product. he owns. over 90% of that horizontal to level the refineries in america, which means then you have to do business with him. and he would say, here's what the price is going to be. and you say, well, no, that's that's too high. good luck finding another refinery. oh, wait a minute. i own over 90% of them. you're going to have to business with me, which means i can set the price as high as i want because i have no competition. rockefeller doesn't own the oil. excuse me? the railr

he read ida tarbell series in mcclure's on john de rockefeller, and he went hard after standard oil and the trusts. so he embraced the culture and used it to advance his political ends. other examples of using culture wisely are eisenhower. the song i like ike was actually written by irving berlin and the disney company produced a commercial for eisenhower. and then you also think of bill clinton in the 1992 campaign. he's kind of an unknown. he's young. he's the pictures of him as a hippie. but he goes on the on the arsenio hall show. right. and he plays the saxophone wearing sunglasses to kind of show that he's hip and cool. but he also has that song, the fleetwood mac song that makes him kind of approachable and safe from the perspective of the baby boomers. so i think those people are examples of people who used it well. one person who i don't think took good advantage of culture at all was jimmy carter. jimmy carter watched. 480 movies while he was president. that's 120 a year. he only had one term. so 2 to 3 movies a week. while he's serving the president in a very difficult time