I recently attended one of Cadillac’s V-Series Performance Labs at the Circuit of the America’s F1 track in Austin, TX. Cadillac’s recent revival reminded me of Cadillac ad that I discovered a few years ago.
In 1915, Cadillac was struggling. In an act to keep up with Packard, who recently released their new six-cylinder engine, Cadillac put out their first V8. The cars were troubled, tarnishing Cadillac’s high-quality status, much to their competitors’ satisfaction. In an effort to regain confidence in the brand, Cadillac’s ad-man, Theodore F. MacManus, wrote a piece for an issue of 1915’s Saturday Evening Post. What MacManus wrote was a powerful lesson on success, innovation, and competition…
“In every field of human endeavor, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work. In art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition; the punishment, fierce denial and detraction. When a man’s work becomes a standard for the whole world, it also becomes a target for the shafts of the envious few. If his work be mediocre, he will be left severely alone – if he achieves a masterpiece, it will set a million tongues a -wagging. Jealousy does not protrude its forked tongue at the artist who produces a commonplace painting. Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass or to slander you unless your work be stamped with the seal of genius. Long, long after a great work or a good work has been done, those who are disappointed or envious, continue to cry out that it cannot be done. Spiteful little voices in the domain of art were raised against our own Whistler as a mountback, long after the big world had acclaimed him its greatest artistic genius. Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those whom he had dethroned and displaced argued angrily that he was no musician at all. The little world continued to protest that Fulton could never build a steamboat, while the big world flocked to the river banks to see his boat steam by. The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy – but only confirms once more the superiority of that which he strives to supplant. There is nothing new in this. It is as old as the world and as old as human passions – envy, fear, greed, ambition, and the desire to surpass. And it all avails nothing. If the leader truly leads, he remains – the leader. Master-poet, master-painter, master-workman, each in his turn is assailed, and each holds his laurels through the ages. That which is good or great makes itself known, no matter how loud the clamor of denial. That which deserves to live—lives.”
MacManus’ ad in and of itself is a strong piece on success, innovation, and competition; One that can be applied to many facets of life. Nearly a hundred years later, Cadillac is yet again at a point of revival. I could argue that Cadillac’s flawed engines of the last thirty years are akin to their first V8 in 1915. I could argue that Don Butler is Cadillac’s modern MacManus.
Packard is dead, Cadillac is alive. That which deserves to live—lives:
P.S. Doing one-hundred-forty miles-per-hour in a CTS-V wagon on an F1 track is really, really, really fun.