Catching Lightning in a Bottle (PDF)

The fascinating story behind the company that revolutionized the
financial world

Catching Lightning in a Bottle traces the complete
history of Merrill Lynch and the company's substantial impact on
the world of finance, from the birth of the once-mighty company to
its inauspicious end. Throughout its ninety-four year history,
Merrill Lynch revolutionized finance by bringing Wall Street to
Main Street, operating under a series of guidelines known as the
Principles. These values allowed the company to gain the trust of
small investors by putting the clients' interests first, driving a
business trajectory that expanded capital markets and fueled the
growth of the American post-war economy. Written by the son of
Merrill Lynch co-founder Winthrop H. Smith, this book describes the
creation and evolution of the company from Charlie Merrill's
one-man shop in 1914 to its acquisition by Bank of America in
2008.

Author Winthrop H. Smith Jr. spent twenty-eight years at the
company his father co-founded, bringing a unique perspective to
bear in telling the story of the company that democratized the
stock market and eventually fell from its lofty perch.

* Learn why the industry initially scoffed at Charles Merrill's
"radical" investment ideas

* Discover the origin of the Principles, and how they drove
operations for nearly a century

* Find out why the author left a successful Wall Street career,
and why it was such a smart move

* Examine the culture and values that built Merrill Lynch into
one of the world's most successful and respected companies

Revolutionary vision is rare, and enduring success is even more
so. When a single organization demonstrates both of those
characteristics, it is felt throughout the world. Discover the
fascinating story behind Merrill Lynch and the men who built it
from an insider's perspective in Catching Lightning in a
Bottle.