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The Wizard of Menlo Park: How Thomas Alva Edison Invented the Modern World
 
 
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The Wizard of Menlo Park: How Thomas Alva Edison Invented the Modern World [Hardcover]

Randall E. Stross (Author)
4.3 out of 5 stars  See all reviews (25 customer reviews)


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Book Description

March 13, 2007
At the height of his fame Thomas Alva Edison was hailed as “the Napoleon of invention” and blazed in the public imagination as a virtual demigod. Newspapers proclaimed his genius in glowing personal profiles and quipped that “the doctor has been called” because the great man “has not invented anything since breakfast.” Starting with the first public demonstrations of the phonograph in 1878 and extending through the development of incandescent light, a power generation and distribution system to sustain it, and the first motion picture cameras—all achievements more astonishing in their time than we can easily grasp today—Edison’s name became emblematic of all the wonder and promise of the emerging age of technological marvels.

But as Randall Stross makes clear in this critical biography of the man who is arguably the most globally famous of all Americans, Thomas Edison’s greatest invention may have been his own celebrity. Edison was certainly a technical genius, but Stross excavates the man from layers of myth-making and separates his true achievements from his almost equally colossal failures. How much credit should Edison receive for the various inventions that have popularly been attributed to him—and how many of them resulted from both the inspiration and the perspiration of his rivals and even his own assistants? How much of Edison’s technical skill helped him overcome a lack of business acumen and feel for consumers’ wants and needs?

This bold reassessment of Edison’s life and career answers these and many other important questions while telling the story of how he came upon his most famous inventions as a young man and spent the remainder of his long life trying to conjure similar success. We also meet his partners and competitors, presidents and entertainers, his close friend Henry Ford, the wives who competed with his work for his attention, and the children who tried to thrive in his shadow—all providing a fuller view of Edison’s life and times than has ever been offered before. The Wizard of Menlo Park reveals not only how Edison worked, but how he managed his own fame, becoming the first great celebrity of the modern age.


Editorial Reviews

From Publishers Weekly

In this entertaining biography, Stross (eBoys: The First Inside Account of Venture Capitalists at Work) approaches the life of Edison from an atypical angle: where scores of other biographers have focused on the genius's technical career, Stross presents Edison as the first self-conscious celebrity, a man deeply aware of the media's power and who wasn't afraid to use "the press's hunger for more sensational discoveries for his own ends." Though branding is now second-nature for famous people (and their handlers), Stross asserts that Edison launched the first successful branding campaign-an achievement arguably further ahead of its time than much of his technical output-by embracing the title "Wizard of Menlo Park," which was coined by a reporter during Edison's brief stay in that New Jersey town. With preternatural skill in image-management, Edison became indistinguishable from his moniker, encapsulating perfectly the air of mystery and wisdom he cultivated throughout his life, for both himself and his "invention factory," which "seemed capable of mastering anything." Stross's clear-eyed biography will show readers why, even at the end of the 20th century, Edison remains, outside the U.S., the best-known American ever.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Booklist

Biographies abound of inventor Thomas Edison, so Stross distinctively positions his book under the theme of Edison's celebrity. The publicity apparatus of Edison's day, quaint compared with today's multimedia conduits to the public and its tabloid appetites, still served to elevate Edison into the realm of the famous. Stross, who frequently writes about contemporary techno-idols (Steve Jobs and the Next Big Thing, 1993), recounts the onset of Edison's celebrity with several articles published in 1877-78 about his phonograph. Soon trainloads of curiosity seekers, from hustlers to those already famous, such as actress Sarah Bernhardt, descended on Edison's laboratory to gawk at the inventor. With this loss of privacy, Edison learned the difficulty of controlling one's fame. As Stross' narrative explains, Edison attempted to exploit his name to attract attention to his business projects and succumbed to other temptations, such as pontificating on subjects outside his expertise--executions by electrocution, for example. Stross' Edison, capitalizing on his prominence but coping with the importunities of the multitude, becomes a human-scaled character grasping the honeyed thorns of fame. Gilbert Taylor
Copyright © American Library Association. All rights reserved

Product Details

  • Hardcover: 384 pages
  • Publisher: Crown; 1St Edition edition (March 13, 2007)
  • Language: English
  • ISBN-10: 1400047625
  • ISBN-13: 978-1400047628
  • Product Dimensions: 6.6 x 1.3 x 9.4 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #517,068 in Books (See Top 100 in Books)

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Customer Reviews

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Average Customer Review
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26 of 28 people found the following review helpful:
5.0 out of 5 stars The Wizard Invents Himself, April 17, 2007
This review is from: The Wizard of Menlo Park: How Thomas Alva Edison Invented the Modern World (Hardcover)
The greatest American inventor, most would agree, was Thomas Alva Edison, but it may be that his greatest invention was himself, as image in the newspapers and as "Thomas A. Edison", a phrase that was an important addition to any marketable gadget. In _The Wizard of Menlo Park: How Thomas Edison Invented the Modern World_ (Crown), Randall Stross has looked at the mechanical and electric inventions, few of which Edison single-handedly originated or developed, but has concentrated mostly on his fame. "Once brought into being," Stross writes, "Edison's image inhabited its own life and acted autonomously in ways that its namesake could not control." Stross, a historian who is a professor of business, makes the case that Edison discovered the importance of the application of celebrity to business. We had celebrities before, of course, presidents and generals, and contemporary with Edison were famous figures like Mark Twain and P. T. Barnum. Edison's celebrity exceeded them all, and oddly, he was famous because he was an inventor. When celebrity came to him, he was not an inventor who had made a practical gadget like a cotton gin, a telegraph, or an elevator; he had invented (and had come far short of perfecting) the phonograph. It was the celebrity from this particular machine that carried him through many ups and downs in his long life.

This is not a complete biography, but a welcome look at particular qualities of Edison's celebrity and its effects on his life and business practices. Edison jumped from the most modern technology of the time, telegraphy, and was working on improved telephones, not on voice recording in 1877. The world was dazzled by the prospect of a machine that could talk, but the phonograph sat in its unperfected form for another ten years as he went about other projects, and this was despite a clamor for the machine and an elevation of Edison in the public mind to "mythic inventor hero". Edison was happiest when he was tinkering wherever his whimsy carried him; he was good at coming up with new ideas, bad at working on perfecting them, and terrible at making them pay. He understood the importance of his fame, and used it, although he could not control all the ways others put it to use or all the ways that it took time out of his other activities. He made himself available to the press, and reporters loved interviewing the plain-talking inventor who would chew tobacco throughout such visits. He loved the role of wise advisor, and the press liked him to pontificate on all sorts of matters that had nothing to do with his areas of expertise, like diet.

Edison was no charlatan. Even though he took credit when it actually belonged to those who worked for him, and even though the public insisted on crediting him for inventions others had perfected, he did have a real role in innovating gadgets. As time went on (he lived until 1931) and his public persona as a wizard continued, people tended to forget his many failures; all of his most famous inventions were early in his career, and all amounted to little while he was the one in control of their manufacture and marketing. It would be unfair to judge him just on his earnings, but one of his sons was probably right when he bitterly complained, "You should have been... a millionaire 10 times over if you knew how to handle your own achievements." Such a skill was not within his wizardry, however. Stross shows that Edison could not focus on a new project and bring it to commercial fruition without getting distracted by other endeavors, and that often the distracting endeavor was that of making himself a celebrity. He was wildly successful in this, but it proved to be a strain that he could not enjoy or control. Stross sums up: "Edison failed to invent a way to free himself from unrealistic expectations produced by his own past."
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12 of 12 people found the following review helpful:
5.0 out of 5 stars Thomas Edison is human., April 4, 2007
This review is from: The Wizard of Menlo Park: How Thomas Alva Edison Invented the Modern World (Hardcover)
The author brings Thomas Edison to life in these pages exposing all of his brilliance, ineptness, and stubborness. No one can doubt the genius that is Edison, while at the same time appreciating all of the business opportunities lost due to his quirks of personality and failure to recognize them when they are right before his eyes.

It is a fascinating look at someone who I have admired for years from reading about his accomplishments, but now I feel I know him as a person. I had a hard time putting the book down. A must read for anyone and especially people who are innovative and entrepreneurial.
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14 of 15 people found the following review helpful:
5.0 out of 5 stars The Man Behind the Myth, July 1, 2007
By 
This review is from: The Wizard of Menlo Park: How Thomas Alva Edison Invented the Modern World (Hardcover)
Thomas Alva Edison was probably the greatest inventor of all time. However, he was also one of the worst businessman to ever run a business. Yes, he invented the phonograph, but then was beaten in the market by the Victor company because he micromanaged the decisions for the selection of the artists to record. In fact, initially, he wanted to use his invention as a dictation device. Many consider him to be the inventor of electricity and the light bulb, and yet, many inventors were working on this at the same time. And, ultimately, Westinghouse beat his company in the market because he pursued the more costly direct current while they pursued the more cost efficient alternating current. Alternating current is what is used today. His life was that of a creative genius who pursued what he was interested in and not what was important to the market, thereby missing many opportunities. However, pursuing what he was interested in resulted in great advances in many fields that were important in the development of the modern world. I think the most important statement of his importance to our world was provided when the US government requested that all people turn off their lights at the time of his funeral in 1931. He was very important to the modern world, but the myths that arose since his death, that resulted in him being close to a deity, were not correct. This book provides the man behind the myth, doing in a very credible and readable fashion. Consequently, I highly recommend this book.
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