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These are the user uploaded subtitles that are being translated: 1 00:00:03,003 --> 00:00:04,053 [Narrator] They are in every home in America. 2 00:00:04,171 --> 00:00:08,011 A combined 27 million are sold each year, 3 00:00:08,175 --> 00:00:11,255 creating an annual $40 billion industry. 4 00:00:11,345 --> 00:00:17,095 Over 100 years ago, the washing machine, dishwasher, 5 00:00:17,226 --> 00:00:19,346 and refrigerator transformed our lives. 6 00:00:19,478 --> 00:00:21,478 Pretty darn clean. 7 00:00:22,523 --> 00:00:24,573 I don't think there's a full appreciation 8 00:00:24,691 --> 00:00:25,441 for what homemakers went through 9 00:00:25,526 --> 00:00:28,196 before all of these home technologies 10 00:00:28,362 --> 00:00:31,992 made our lives so much easier. 11 00:00:32,074 --> 00:00:34,084 [Narrator] These miracles of home technology 12 00:00:34,201 --> 00:00:35,991 are brought to life by visionaries 13 00:00:36,161 --> 00:00:38,041 like Frederick Lewis Maytag. 14 00:00:38,205 --> 00:00:38,905 The Gyrafoam. 15 00:00:39,039 --> 00:00:41,959 We'll say it's a tempest in a tub. 16 00:00:42,042 --> 00:00:43,882 [Narrator] General Motors' William Durant. 17 00:00:44,002 --> 00:00:45,752 Why would a man who makes automobiles 18 00:00:45,879 --> 00:00:47,009 want to make refrigerators? 19 00:00:47,130 --> 00:00:49,760 The car is a box with a motor. 20 00:00:49,883 --> 00:00:51,553 This is just a different kind of box. 21 00:00:52,928 --> 00:00:54,258 [Narrator] And a pioneering inventor 22 00:00:54,388 --> 00:00:57,178 who broke boundaries and changed the world. 23 00:00:57,349 --> 00:00:58,349 Where are the scrubbers? 24 00:00:58,517 --> 00:00:58,847 No scrubbers. 25 00:00:58,976 --> 00:01:00,846 Water pressure. 26 00:01:00,978 --> 00:01:03,648 [Narrator] But the drive to innovate comes at a cost. 27 00:01:03,814 --> 00:01:06,154 I am beyond exhausted. 28 00:01:06,275 --> 00:01:09,145 We've got five banks breathing down our necks. 29 00:01:09,319 --> 00:01:10,319 I need a home loan. 30 00:01:10,445 --> 00:01:13,565 With innovators, there is a razor thin line 31 00:01:13,699 --> 00:01:16,869 between overwhelming success and stunning failure. 32 00:01:16,994 --> 00:01:20,294 [Narrator] It's a fight to be first in a new frontier. 33 00:01:20,372 --> 00:01:20,832 This is the key. 34 00:01:20,956 --> 00:01:22,416 Boat motor. 35 00:01:22,541 --> 00:01:23,501 Can't believe I didn't see this before. 36 00:01:23,625 --> 00:01:27,205 [Narrator] This is home tech revolution. 37 00:01:28,130 --> 00:01:33,140 (engine roaring) (tense music) 38 00:01:47,649 --> 00:01:51,569 It's 1883, the height of the Industrial Revolution. 39 00:01:53,739 --> 00:01:55,909 Mechanization has led to massive advancements 40 00:01:56,033 --> 00:01:59,413 in transportation, communication, and agriculture. 41 00:02:00,329 --> 00:02:01,999 There's just a lot of movement. 42 00:02:02,164 --> 00:02:03,124 There's a lot of growth. 43 00:02:03,206 --> 00:02:05,166 There's a lot of size and productivity. 44 00:02:05,334 --> 00:02:07,254 Suddenly you can build products 45 00:02:07,336 --> 00:02:09,796 on a massive scale never before imagined. 46 00:02:11,214 --> 00:02:12,634 [Narrator] But as new technologies reshape 47 00:02:12,758 --> 00:02:16,138 how Americans live and work, there's one area 48 00:02:16,261 --> 00:02:18,391 that is still stuck in the past. 49 00:02:19,806 --> 00:02:22,476 People have no idea how much hard work 50 00:02:22,643 --> 00:02:26,363 there was involved in just daily life. 51 00:02:26,480 --> 00:02:30,320 Just keeping your household to a basic level 52 00:02:30,442 --> 00:02:33,242 of cleanliness and making food 53 00:02:33,362 --> 00:02:35,742 took people at least 40 hours a week. 54 00:02:37,991 --> 00:02:40,491 (tense music) 55 00:02:41,745 --> 00:02:43,995 [Narrator] In Illinois, one woman knows 56 00:02:44,081 --> 00:02:46,331 the drudgery of household labor, 57 00:02:46,458 --> 00:02:49,798 even if she doesn't have to do it herself. 58 00:02:49,920 --> 00:02:51,460 Josephine Cochrane comes from a comfortable background, 59 00:02:51,630 --> 00:02:55,130 is someone who never has to worry about 60 00:02:55,217 --> 00:02:56,967 having to go to work for a living. 61 00:02:58,345 --> 00:03:01,175 She became a socialite and a political wife 62 00:03:01,306 --> 00:03:03,346 and began entertaining. 63 00:03:06,436 --> 00:03:08,146 [Narrator] One of her prized possessions 64 00:03:08,271 --> 00:03:10,651 is heirloom China from the 1600s. 65 00:03:10,774 --> 00:03:12,864 What? 66 00:03:13,026 --> 00:03:14,986 This is impossible, 67 00:03:15,070 --> 00:03:16,860 [Narrator] But the household staff has repeatedly 68 00:03:17,030 --> 00:03:19,620 chipped her beloved plates while washing them. 69 00:03:21,993 --> 00:03:25,253 And after her next dinner party, she cleans them herself. 70 00:03:26,206 --> 00:03:28,786 (tense music) 71 00:03:33,672 --> 00:03:34,802 Oh my. 72 00:03:34,923 --> 00:03:36,053 There's another one. 73 00:03:36,174 --> 00:03:38,264 How is this happening? 74 00:03:41,388 --> 00:03:44,348 [Narrator] She discovers it's harder than it looks. 75 00:03:46,351 --> 00:03:49,901 She decided the time had come to make a change. 76 00:03:51,982 --> 00:03:53,692 (birds chirping) 77 00:04:00,907 --> 00:04:03,867 I wonder why no one invented a machine to wash dishes. 78 00:04:04,035 --> 00:04:05,865 (tense music) 79 00:04:05,996 --> 00:04:09,206 I doubt anyone thinks that's very important. 80 00:04:09,374 --> 00:04:10,964 And why in the world would anyone need 81 00:04:11,042 --> 00:04:12,632 a machine to wash dishes? 82 00:04:15,505 --> 00:04:19,295 At the time, many middleclass women had a maid, 83 00:04:19,468 --> 00:04:20,548 had a cook, had someone who was in the home 84 00:04:20,677 --> 00:04:24,557 doing the physical human labor. 85 00:04:24,681 --> 00:04:27,561 The dishwasher doesn't seem as much of a necessity. 86 00:04:30,979 --> 00:04:33,439 (tense music) 87 00:04:35,692 --> 00:04:39,072 [Narrator] Despite her husband's lack of enthusiasm, 88 00:04:39,196 --> 00:04:42,406 in 1883, Josephine Cochrane begins work 89 00:04:42,532 --> 00:04:45,992 on a mechanical handcranked dish washing machine. 90 00:04:47,078 --> 00:04:49,658 (tense music) 91 00:04:50,457 --> 00:04:52,287 I can maybe put the dishes in here. 92 00:04:52,417 --> 00:04:55,047 Yeah, that will work. 93 00:04:55,170 --> 00:04:56,670 [Narrator] Obsessed with building a better dish washer, 94 00:04:56,838 --> 00:05:00,838 Josephine spends months refining her idea. 95 00:05:15,941 --> 00:05:19,441 Oh my God, William, William, are you okay? 96 00:05:20,570 --> 00:05:22,360 [Narrator] But then her husband William 97 00:05:22,489 --> 00:05:24,829 dies suddenly from a heart attack, 98 00:05:24,950 --> 00:05:28,540 leaving Josephine to confront a shocking truth. 99 00:05:28,703 --> 00:05:30,543 She thought they were very well off, 100 00:05:30,705 --> 00:05:32,825 but what her husband unexpectedly died, 101 00:05:32,916 --> 00:05:34,706 it turned out they had a lot more debts, 102 00:05:34,835 --> 00:05:37,085 and she really needed to scramble 103 00:05:37,212 --> 00:05:38,512 to find a living for herself. 104 00:05:38,630 --> 00:05:42,300 The dishwasher was no longer just this great idea she had, 105 00:05:42,425 --> 00:05:44,135 but it became a financial necessity 106 00:05:44,219 --> 00:05:45,139 for her to construct something 107 00:05:45,220 --> 00:05:47,890 that would be bought by consumers. 108 00:05:48,974 --> 00:05:51,734 (tense music) 109 00:05:51,852 --> 00:05:55,692 [Narrator] 330 miles away, a farm equipment manufacturer 110 00:05:55,856 --> 00:05:59,396 is also on the brink of financial ruin. 111 00:06:00,026 --> 00:06:03,356 To boost profits during the slow fall and winter months, 112 00:06:03,488 --> 00:06:06,158 he's made a series of risky investments, 113 00:06:06,241 --> 00:06:08,161 and they've all gone belly up. 114 00:06:09,244 --> 00:06:11,004 [Frederick] This doesn't add up. 115 00:06:11,162 --> 00:06:14,502 Frederick L. Maytag has a very diverse background 116 00:06:14,624 --> 00:06:16,634 in terms of various business ventures. 117 00:06:16,751 --> 00:06:21,551 He was willing to strike out and get involved 118 00:06:21,673 --> 00:06:22,923 if he thought it was a good opportunity 119 00:06:23,049 --> 00:06:23,879 and if it appealed to him. 120 00:06:24,009 --> 00:06:25,679 (tense music) 121 00:06:25,802 --> 00:06:27,552 [Narrator] One day, Maytag's company 122 00:06:27,679 --> 00:06:30,599 will create a product found in over 80% 123 00:06:30,682 --> 00:06:32,812 of American households. 124 00:06:32,934 --> 00:06:37,484 Wash 660 million loads of laundry per week, 125 00:06:37,564 --> 00:06:41,074 and become an empire worth $1.7 billion. 126 00:06:45,822 --> 00:06:49,082 But in 1907, Frederick Maytag is deep in debt, 127 00:06:49,200 --> 00:06:52,200 doing everything he can to keep his farm equipment company 128 00:06:52,370 --> 00:06:53,120 from going under. 129 00:06:54,205 --> 00:06:55,825 Frederick Maytag was the perfect salesman 130 00:06:55,916 --> 00:06:59,376 in that he wanted to keep up with his customers 131 00:06:59,502 --> 00:07:01,092 and he wanted them to visit and to talk to him 132 00:07:01,171 --> 00:07:04,091 about how to improve his sales and products. 133 00:07:06,593 --> 00:07:08,303 Hello, Mrs. Classet, how are you? 134 00:07:08,428 --> 00:07:09,048 Hi. 135 00:07:09,179 --> 00:07:11,469 That looks painful. 136 00:07:11,598 --> 00:07:14,228 Oh, I'm used to it. 137 00:07:14,351 --> 00:07:15,231 [Narrator] Maytag has made a living 138 00:07:15,352 --> 00:07:17,812 helping farmers mechanize their work, 139 00:07:17,896 --> 00:07:21,316 but he's struck by one job that still requires 140 00:07:21,483 --> 00:07:23,443 intense manual labor. 141 00:07:23,568 --> 00:07:25,738 A woman's work is never done, as they say. 142 00:07:27,197 --> 00:07:30,447 Monday was washing day, the worst day of the week, 143 00:07:30,533 --> 00:07:33,293 every woman loathed washing clothes. 144 00:07:33,411 --> 00:07:35,501 You'd start the process by chopping wood. 145 00:07:35,622 --> 00:07:36,672 There were no hot water heaters. 146 00:07:36,831 --> 00:07:39,381 You had to make a fire, boil the water, 147 00:07:39,501 --> 00:07:41,251 you had to pump the water. 148 00:07:41,378 --> 00:07:45,758 At every stage it was hard manual labor. 149 00:07:46,800 --> 00:07:47,800 [Narrator] A single load of laundry 150 00:07:47,884 --> 00:07:50,434 would typically use about 50 gallons of water 151 00:07:50,512 --> 00:07:52,642 for washing, boiling, and rinsing, 152 00:07:52,764 --> 00:07:54,524 requiring a woman to carry water 153 00:07:54,683 --> 00:07:57,983 from a pump or well eight to 10 times. 154 00:07:58,103 --> 00:08:00,773 In the late 1800s, over the course of a year, 155 00:08:00,897 --> 00:08:03,857 the average housewife will walk 148 miles 156 00:08:04,025 --> 00:08:08,815 and carry over 36 tons of water doing laundry. 157 00:08:08,989 --> 00:08:11,829 Maytag believes if he can use his company's 158 00:08:11,908 --> 00:08:15,038 mechanical expertise to build a better washing machine, 159 00:08:15,787 --> 00:08:17,537 he could make a fortune. 160 00:08:18,999 --> 00:08:22,959 But there are already several different kinds on the market. 161 00:08:23,086 --> 00:08:25,626 If he created a product that was easy 162 00:08:25,755 --> 00:08:29,625 for the housewife to operate, if it was easy to repair, 163 00:08:29,718 --> 00:08:31,848 then that product was going to sell itself. 164 00:08:32,012 --> 00:08:34,972 (tense music) 165 00:08:35,098 --> 00:08:36,388 [Narrator] Maytag and his engineers 166 00:08:36,516 --> 00:08:37,766 tinker with the design. 167 00:08:41,187 --> 00:08:44,977 In 1909, he has a new working model called the Pastime. 168 00:08:52,532 --> 00:08:57,702 It incorporated a flywheel, a power assist, if you would, 169 00:08:58,788 --> 00:09:02,078 that would give your muscles more power 170 00:09:02,208 --> 00:09:06,918 to agitate the laundry, and make it a far less onerous task. 171 00:09:17,307 --> 00:09:20,137 (knocking on door) 172 00:09:22,604 --> 00:09:24,024 Good afternoon, Mrs. Classet. 173 00:09:24,147 --> 00:09:25,267 Apologies for showing up on announced. 174 00:09:25,356 --> 00:09:28,856 But I wonder, do you have any washing you need done? 175 00:09:36,534 --> 00:09:37,494 [Narrator] In 1909, Maytag introduces 176 00:09:37,619 --> 00:09:40,789 the Pastime washing machine. 177 00:09:42,123 --> 00:09:44,043 It's a new design created to make life easier 178 00:09:44,167 --> 00:09:47,167 for housewives who have the backbreaking task 179 00:09:47,337 --> 00:09:49,797 of washing their clothes by hand. 180 00:09:49,964 --> 00:09:53,934 He has come up with a more efficient fly wheel, 181 00:09:54,010 --> 00:09:58,680 which is placed underneath the tub, less effort to activate. 182 00:09:58,848 --> 00:09:59,768 [Frederick] We've engineered this 183 00:09:59,891 --> 00:10:01,731 to make washing a lot easier for you. 184 00:10:03,895 --> 00:10:06,305 It was all about making it a much more 185 00:10:06,439 --> 00:10:08,269 laborsaving device for women. 186 00:10:08,858 --> 00:10:11,988 [Narrator] Maytag's Pastime sells well, 187 00:10:12,112 --> 00:10:16,162 helping him slowly dig out of a financial hole. 188 00:10:16,282 --> 00:10:19,912 But ultimately, the appliance has a fatal flaw. 189 00:10:20,995 --> 00:10:23,155 It still has to be operated manually, 190 00:10:23,289 --> 00:10:27,039 and Maytag's competitors are one step ahead, 191 00:10:27,168 --> 00:10:30,798 thanks to the technological miracle of electricity. 192 00:10:32,006 --> 00:10:34,926 When people came and saw the different ways 193 00:10:35,051 --> 00:10:37,471 in which they could use the new power 194 00:10:37,554 --> 00:10:40,474 of electricity to change their lives, 195 00:10:40,598 --> 00:10:44,138 that created excitement for products. 196 00:10:44,227 --> 00:10:47,977 Now suddenly you have the opportunity to do the same labor 197 00:10:48,106 --> 00:10:50,226 you were doing before, but much faster. 198 00:10:52,235 --> 00:10:54,145 (tense music) 199 00:10:54,237 --> 00:10:56,987 (birds chirping) 200 00:10:58,116 --> 00:10:59,276 [Narrator] Realizing he must adapt 201 00:10:59,367 --> 00:11:03,037 or get left behind, Frederick Maytag wants electricity 202 00:11:03,163 --> 00:11:06,963 to power his next generation washing machine. 203 00:11:07,083 --> 00:11:08,503 [Frederick] I don't care what it costs. 204 00:11:08,668 --> 00:11:10,298 I want this electric washer up and running 205 00:11:10,420 --> 00:11:11,420 by the end of the month. 206 00:11:11,504 --> 00:11:12,924 [Man] Yes sir, Mr. Maytag. 207 00:11:14,257 --> 00:11:18,757 [Narrator] Fortunately, there's this inventor 208 00:11:18,887 --> 00:11:20,887 by the name of Howard Snyder. 209 00:11:21,014 --> 00:11:24,484 He's head of the experimental lab, 210 00:11:24,601 --> 00:11:25,691 as it was called back then. 211 00:11:25,852 --> 00:11:28,812 [Narrator] But can Snyder get the Pastime 212 00:11:28,980 --> 00:11:31,070 to run on electricity? 213 00:11:31,191 --> 00:11:33,821 (pensive music) 214 00:11:47,040 --> 00:11:47,670 Howard Snyder would be referred to 215 00:11:47,749 --> 00:11:50,839 as a value added inventor. 216 00:11:52,170 --> 00:11:55,300 He could take an existing product and make it better. 217 00:11:55,465 --> 00:11:57,505 And he built an electric motor 218 00:11:57,634 --> 00:12:00,184 and had a different style ringer. 219 00:12:00,345 --> 00:12:04,015 With this type of device, you could wash 220 00:12:04,140 --> 00:12:05,810 a load of clothes at the same time 221 00:12:05,934 --> 00:12:07,894 that you're ringing a load of clothes. 222 00:12:10,313 --> 00:12:12,153 [Narrator] Sales of Maytag's new electric 223 00:12:12,273 --> 00:12:15,863 Pastime washing machine begin to take off. 224 00:12:17,987 --> 00:12:19,567 But it may not be enough. 225 00:12:20,907 --> 00:12:23,827 Maytag and Snyder recognized early on 226 00:12:23,993 --> 00:12:26,833 that this machine only basically serves 227 00:12:26,955 --> 00:12:27,655 half of our customer base. 228 00:12:27,747 --> 00:12:30,077 Housewives in town. 229 00:12:30,208 --> 00:12:34,458 The problem was in the early days of the 20th century, 230 00:12:34,629 --> 00:12:36,879 farms were not electrified. 231 00:12:38,216 --> 00:12:39,876 They are rural locations that power 232 00:12:40,009 --> 00:12:42,389 may not get to for decades to come. 233 00:12:42,512 --> 00:12:46,472 How was he going to market his washing machine idea 234 00:12:46,641 --> 00:12:48,021 to people without power? 235 00:12:49,060 --> 00:12:50,310 [Narrator] Maytag needs something 236 00:12:50,436 --> 00:12:54,186 his rural customers who don't have electricity can use, 237 00:12:54,315 --> 00:12:58,275 but still something better than just a hand cranked machine. 238 00:12:58,403 --> 00:13:01,243 If he can't figure this out, his business 239 00:13:01,364 --> 00:13:02,454 won't survive long. 240 00:13:05,827 --> 00:13:11,827 (insects chirping) (mysterious music) 241 00:13:12,208 --> 00:13:14,248 Like Maytag, Josephine Cochrane 242 00:13:14,377 --> 00:13:15,797 is also facing a difficult challenge. 243 00:13:20,133 --> 00:13:24,143 By 1885, she's finished her design for a dishwasher, 244 00:13:24,262 --> 00:13:26,472 but doesn't know how to make it. 245 00:13:28,099 --> 00:13:31,639 Josephine had her drawings, but what she didn't have 246 00:13:31,769 --> 00:13:33,939 was fabrication experience. 247 00:13:34,063 --> 00:13:37,863 She really had to go out and find a mechanical engineer 248 00:13:38,026 --> 00:13:40,526 to build a prototype for her. 249 00:13:43,072 --> 00:13:48,162 (knocking on door) (tense music) 250 00:13:50,788 --> 00:13:52,328 Did anyone see you? No. 251 00:13:52,415 --> 00:13:53,705 Good. 252 00:13:53,875 --> 00:13:55,075 [Narrator] Refusing to give up, 253 00:13:55,209 --> 00:13:57,459 Cochrane looks to a local railroad mechanic, 254 00:13:57,545 --> 00:14:01,375 George Butters, for help, but it won't be easy. 255 00:14:03,259 --> 00:14:05,679 Now think about the time. 256 00:14:05,845 --> 00:14:08,965 It would be strange for a widowed woman 257 00:14:09,057 --> 00:14:13,137 to be visited by single men throughout the day 258 00:14:13,227 --> 00:14:15,017 or evening or whenever they might be doing 259 00:14:15,188 --> 00:14:18,018 these innovative technical discussions or work. 260 00:14:18,149 --> 00:14:20,279 So they had to do this in secret 261 00:14:20,360 --> 00:14:22,490 just to protect their reputation. 262 00:14:22,612 --> 00:14:23,652 Look at this. 263 00:14:25,365 --> 00:14:30,195 We put a rack in this machine to hold the dishes. 264 00:14:32,205 --> 00:14:34,955 The hand crank will make the wheel spin, 265 00:14:35,041 --> 00:14:38,041 pumping the water up from the bottom over the dishes. 266 00:14:40,505 --> 00:14:42,415 Where are the scrubbers? 267 00:14:42,507 --> 00:14:43,927 No scrubbers. 268 00:14:44,050 --> 00:14:45,010 Water pressure. 269 00:14:46,969 --> 00:14:50,389 There were some machines in existence, 270 00:14:50,515 --> 00:14:55,435 but the problem is they used rotating brushes. 271 00:14:55,520 --> 00:15:00,070 Imagine running your fine China in a box through a carwash. 272 00:15:01,401 --> 00:15:05,201 19th century China, even machinemade, is pretty fragile. 273 00:15:05,363 --> 00:15:07,573 A scrubber is gonna chip it and break it. 274 00:15:07,698 --> 00:15:10,238 So water pressure is much gentler. 275 00:15:12,703 --> 00:15:14,213 Can you build this design? 276 00:15:19,627 --> 00:15:20,457 I'll try. 277 00:15:26,467 --> 00:15:28,337 (pensive music) 278 00:15:35,601 --> 00:15:40,401 In 1915, a 36 year old engineer from Fort Wayne, Indiana 279 00:15:40,523 --> 00:15:43,153 is working on an idea that, if successful, 280 00:15:43,317 --> 00:15:47,487 could revolutionize the home and kitchen forever. 281 00:15:47,613 --> 00:15:51,163 His name is Alfred Mellowes, and he's struggling 282 00:15:51,325 --> 00:15:55,955 to solve an ancient problem, keeping food from spoiling. 283 00:15:56,080 --> 00:15:57,000 Making sure that you had food that was edible 284 00:15:57,081 --> 00:15:59,541 throughout the year was a major struggle. 285 00:15:59,667 --> 00:16:03,957 People weren't making jam because it was, you know, fun. 286 00:16:04,088 --> 00:16:06,008 People were making jam because that was how 287 00:16:06,174 --> 00:16:07,384 you ate fruit during the winter months. 288 00:16:07,508 --> 00:16:11,048 (tense music) 289 00:16:11,179 --> 00:16:12,809 [Narrator] But by the mid1800s, 290 00:16:12,930 --> 00:16:14,850 a groundbreaking invention can be found 291 00:16:14,974 --> 00:16:16,524 in many American homes. 292 00:16:17,602 --> 00:16:19,942 It's a wooden cabinet lined with metal, 293 00:16:20,062 --> 00:16:22,272 insulated with sawdust, and loaded 294 00:16:22,356 --> 00:16:25,606 with a block of ice to keep things cool. 295 00:16:25,693 --> 00:16:29,493 The icebox was an invention that truly transformed 296 00:16:29,614 --> 00:16:32,164 how our culture functioned, our diet. 297 00:16:32,283 --> 00:16:34,293 You could put poultry, you could put meat, 298 00:16:34,410 --> 00:16:37,080 you could put dairy products like milk and cheese, 299 00:16:37,205 --> 00:16:39,865 and it would stay fresh for several days. 300 00:16:40,041 --> 00:16:41,131 (tense music) 301 00:16:41,209 --> 00:16:43,129 [Narrator] By keeping food from spoiling, 302 00:16:43,211 --> 00:16:47,171 the ice box ends the daily grind of going to the market, 303 00:16:47,340 --> 00:16:49,800 but it is far from a perfect solution. 304 00:16:51,344 --> 00:16:52,974 They just couldn't maintain a low enough temperature 305 00:16:53,095 --> 00:16:55,135 to really preserve food properly. 306 00:16:55,264 --> 00:16:56,814 [Narrator] But by the late 19th century, 307 00:16:56,933 --> 00:17:01,983 advancements in technology create artificial refrigeration. 308 00:17:02,104 --> 00:17:04,524 Machines are built that use compressed gases 309 00:17:04,649 --> 00:17:07,939 as refrigerants to keep food cold. 310 00:17:08,069 --> 00:17:11,109 However, there is one major drawback. 311 00:17:11,197 --> 00:17:12,817 The problem is that they're just gigantic. 312 00:17:12,907 --> 00:17:14,157 They fill an entire warehouse. 313 00:17:14,325 --> 00:17:18,245 There is no way to shrink a refrigerating machine down 314 00:17:18,371 --> 00:17:20,621 to the size that's gonna fit in a kitchen. 315 00:17:24,585 --> 00:17:26,125 [Narrator] But Alfred Mellowes believes 316 00:17:26,295 --> 00:17:28,795 there has to be a way to make the home refrigerator 317 00:17:28,965 --> 00:17:30,215 a reality. 318 00:17:30,341 --> 00:17:32,091 A lot of the people who did develop 319 00:17:32,218 --> 00:17:33,678 household refrigerators at the time 320 00:17:33,803 --> 00:17:37,143 would have a refrigerator box in the kitchen, 321 00:17:37,265 --> 00:17:40,015 but the actual equipment had to be located 322 00:17:40,184 --> 00:17:42,654 in an adjoining room or in somebody's basement. 323 00:17:42,812 --> 00:17:44,652 Mellowes thought, well, why don't I combine 324 00:17:44,772 --> 00:17:48,362 all of this into one piece? 325 00:17:55,783 --> 00:17:58,083 [Narrator] In 1915, Mellowes is convinced 326 00:17:58,202 --> 00:18:01,292 he can construct a standalone refrigerator, 327 00:18:01,414 --> 00:18:04,134 and that it could earn him a fortune. 328 00:18:05,293 --> 00:18:08,303 He begins work on a compact prototype, 329 00:18:08,379 --> 00:18:12,049 but size isn't the only problem he needs to solve. 330 00:18:12,174 --> 00:18:15,304 Leaks in early refrigerators are not only common, 331 00:18:15,469 --> 00:18:17,599 but can be deadly, thanks to refrigerants 332 00:18:17,722 --> 00:18:19,432 like sulfur dioxide. 333 00:18:19,557 --> 00:18:22,807 As soon as sulfur oxide combines 334 00:18:22,935 --> 00:18:25,015 with any type of moisture or water, 335 00:18:25,146 --> 00:18:27,226 it becomes sulfuric acid. 336 00:18:27,815 --> 00:18:31,145 Breathing sulfuric acid is really bad for your lungs, 337 00:18:31,277 --> 00:18:34,157 but it would also burn and corrode materials 338 00:18:34,322 --> 00:18:35,992 that are in the refrigerator. 339 00:18:36,073 --> 00:18:37,283 It could eat away at the structure, 340 00:18:37,366 --> 00:18:39,486 causing it to collapse. 341 00:18:40,536 --> 00:18:42,116 [Narrator] Mellowes believes he's found the answer 342 00:18:42,204 --> 00:18:44,174 in an innovative solution. 343 00:18:44,248 --> 00:18:45,168 Copper tubing. 344 00:18:46,375 --> 00:18:47,995 It was lightweight and flexible 345 00:18:48,127 --> 00:18:49,457 and could be run in long lengths 346 00:18:49,545 --> 00:18:52,755 without a lot of joints in it which could potentially leak. 347 00:18:52,882 --> 00:18:54,472 It was the ideal thing to use for his system. 348 00:18:54,634 --> 00:18:58,474 And it took up less room than what had been used before, 349 00:18:58,596 --> 00:19:02,306 which was usually steel piping. 350 00:19:02,433 --> 00:19:04,233 [Narrator] With the flexible copper tubing, 351 00:19:04,352 --> 00:19:07,232 Mellowes places the mechanical guts of the refrigerator 352 00:19:07,355 --> 00:19:10,815 at the bottom, creating a single standalone unit. 353 00:19:16,614 --> 00:19:19,624 After a year, Mellowes finally completes his prototype... 354 00:19:22,161 --> 00:19:23,831 And gives it a name. 355 00:19:23,954 --> 00:19:25,294 The Guardian. 356 00:19:25,373 --> 00:19:26,503 (tense music) 357 00:19:26,624 --> 00:19:27,674 Let me see. 358 00:19:27,792 --> 00:19:29,712 Can we possibly fill an order this big? 359 00:19:31,337 --> 00:19:32,667 [Narrator] Confident his refrigerator 360 00:19:32,838 --> 00:19:35,798 will be a huge success, Mellowes moves his company 361 00:19:35,925 --> 00:19:38,635 to the booming industrial hub of Detroit, Michigan 362 00:19:38,803 --> 00:19:40,813 and starts production. 363 00:19:42,515 --> 00:19:45,345 But manufacturing them in bulk will be a challenge, 364 00:19:46,519 --> 00:19:48,479 because Mellowes hasn't worked out the economics 365 00:19:48,562 --> 00:19:51,822 of producing these refrigerators at scale. 366 00:19:51,982 --> 00:19:54,992 Each is handassembled, taking more than a week 367 00:19:55,111 --> 00:19:57,151 to complete just one unit. 368 00:19:57,321 --> 00:19:59,491 So many startups do have the great product 369 00:19:59,657 --> 00:20:01,987 or the great idea, but they don't have the great operators. 370 00:20:02,159 --> 00:20:04,499 A great innovator can get in the way of their own business. 371 00:20:04,620 --> 00:20:08,370 They themselves end up destroying their own companies. 372 00:20:08,541 --> 00:20:09,831 [Narrator] In the next two years, 373 00:20:09,959 --> 00:20:13,129 Guardian will produce only about 40 machines, 374 00:20:13,254 --> 00:20:16,174 and lose $34,000 doing it. 375 00:20:16,340 --> 00:20:20,510 The equivalent of $850,000 today. 376 00:20:20,636 --> 00:20:23,136 If Mellowes doesn't stop the bleeding soon, 377 00:20:23,305 --> 00:20:25,385 his company will go bankrupt. 378 00:20:28,310 --> 00:20:31,150 (tense music) 379 00:20:31,272 --> 00:20:31,692 So, how are we doing, Howard? 380 00:20:34,066 --> 00:20:35,146 Where's that going? 381 00:20:35,234 --> 00:20:36,364 Right over there. 382 00:20:37,319 --> 00:20:39,319 [Narrator] Meanwhile, Frederick Maytag 383 00:20:39,488 --> 00:20:42,368 also struggles with keeping his business alive. 384 00:20:42,533 --> 00:20:45,493 By 1915, although electric power 385 00:20:45,619 --> 00:20:48,459 is expanding across America, it hasn't reached 386 00:20:48,539 --> 00:20:51,959 the majority of Maytag's primary customers. 387 00:20:52,084 --> 00:20:52,674 Farmers. 388 00:20:54,128 --> 00:20:56,048 That's when he has a revelation. 389 00:20:58,674 --> 00:21:02,724 Instead of electricity, what if a small gasoline motor 390 00:21:02,845 --> 00:21:04,965 could be used to power a washing machine? 391 00:21:15,357 --> 00:21:16,647 "See what you can do with this. 392 00:21:16,734 --> 00:21:18,574 F.L." 393 00:21:20,029 --> 00:21:22,449 (determined music) 394 00:21:25,701 --> 00:21:29,751 Wait, what if it was removable? 395 00:21:34,043 --> 00:21:35,803 That could be it. 396 00:21:37,588 --> 00:21:39,128 [Narrator] The challenge is answered 397 00:21:39,215 --> 00:21:42,545 with a machine called the Multimotor. 398 00:21:43,844 --> 00:21:47,014 The Multimotor was a gaspowered engine 399 00:21:47,139 --> 00:21:50,179 that could not only operate that washing machine, 400 00:21:50,351 --> 00:21:53,021 but operate other items in their farm. 401 00:21:56,649 --> 00:21:59,489 Not only is this a vast improvement over the Pastime, 402 00:21:59,610 --> 00:22:02,780 but the Multimotor will power any piece of light machinery 403 00:22:02,863 --> 00:22:04,073 that falls within the power limits 404 00:22:04,198 --> 00:22:04,778 of this marvelous little engine. 405 00:22:06,867 --> 00:22:08,867 Water pump? 406 00:22:08,994 --> 00:22:11,504 It'll power the daylights out of a water pump. 407 00:22:13,415 --> 00:22:14,575 [Narrator] In the first nine months 408 00:22:14,708 --> 00:22:16,708 of selling the Multimotor washing machine, 409 00:22:16,836 --> 00:22:19,126 Maytag has to increase production 410 00:22:19,213 --> 00:22:22,973 by 125% to meet demand. 411 00:22:23,092 --> 00:22:26,892 Within two years, the company produces 15,000. 412 00:22:28,264 --> 00:22:32,894 But soon Maytag is in trouble again. 413 00:22:36,021 --> 00:22:37,821 (tense music) 414 00:22:38,858 --> 00:22:39,898 [Narrator] In an era when women's roles 415 00:22:40,025 --> 00:22:42,855 are largely restricted to taking care of children 416 00:22:43,028 --> 00:22:45,988 and the home, inventor Josephine Cochrane 417 00:22:46,115 --> 00:22:48,075 defies all the rules. 418 00:22:48,200 --> 00:22:49,200 [Josephine] Good. 419 00:22:49,326 --> 00:22:50,736 Good, keep pumping. 420 00:22:50,870 --> 00:22:53,660 We want the water pressure as strong as possible. 421 00:22:53,747 --> 00:22:55,827 [George] I think this time it's gonna work. 422 00:22:56,750 --> 00:22:59,460 [Narrator] Employing an array of pumps and water tanks, 423 00:22:59,545 --> 00:23:02,795 she's designed a machine that ingeniously 424 00:23:02,923 --> 00:23:06,933 uses water pressure instead of scrubbers to clean dishes. 425 00:23:08,095 --> 00:23:12,015 In 1885, after months of working on a prototype, 426 00:23:12,141 --> 00:23:14,101 it's time to test the machine. 427 00:23:27,114 --> 00:23:27,994 Pretty darn clean. 428 00:23:30,117 --> 00:23:31,077 Sure is. 429 00:23:32,077 --> 00:23:34,577 And best of all, no chips! 430 00:23:38,834 --> 00:23:40,094 [Narrator] But Cochrane quickly finds 431 00:23:40,169 --> 00:23:42,959 that selling her machine will be much harder 432 00:23:43,088 --> 00:23:43,958 than inventing it. 433 00:23:45,132 --> 00:23:49,852 At around $100, the equivalent of nearly $3000 today, 434 00:23:49,970 --> 00:23:52,560 Cochrane's dishwasher is a luxury item 435 00:23:52,681 --> 00:23:55,021 out of reach for most households. 436 00:23:56,143 --> 00:23:57,813 You could hire five kitchen maids for that, 437 00:23:57,978 --> 00:23:59,898 and they could presumably do other things 438 00:24:00,022 --> 00:24:02,652 like chop potatoes and sweep the floor. 439 00:24:02,775 --> 00:24:07,235 And so the fact is she had to come up with another plan. 440 00:24:10,199 --> 00:24:12,909 So she started to think, well, where else could use it? 441 00:24:13,035 --> 00:24:14,495 Oh, hotels, restaurants. 442 00:24:14,620 --> 00:24:17,000 They need dishwashers. 443 00:24:22,461 --> 00:24:23,251 [Narrator] Cochrane is ready to get 444 00:24:23,379 --> 00:24:25,799 her dishwasher out in the market, 445 00:24:25,881 --> 00:24:27,631 but faces an obstacle that could 446 00:24:27,800 --> 00:24:30,720 end her business before it begins. 447 00:24:30,844 --> 00:24:31,804 However, if you were to hire 448 00:24:31,971 --> 00:24:34,811 a professional manager to oversee production, 449 00:24:34,890 --> 00:24:36,770 we would be happy to speak with them. 450 00:24:39,895 --> 00:24:42,975 There were virtually no women who own their own companies. 451 00:24:43,107 --> 00:24:47,397 Just was not common at all, and frowned upon. 452 00:24:47,528 --> 00:24:48,858 You know, women weren't seen as being 453 00:24:48,988 --> 00:24:50,818 capable of running businesses. 454 00:24:52,032 --> 00:24:53,872 [Narrator] To have any chance of success, 455 00:24:53,993 --> 00:24:57,163 Cochrane needs another way to sell her machine. 456 00:25:03,085 --> 00:25:05,665 (pensive music) 457 00:25:07,923 --> 00:25:10,263 They're looking for inventor submissions. 458 00:25:10,384 --> 00:25:11,184 Worth a shot. 459 00:25:16,348 --> 00:25:19,138 (tense music) 460 00:25:19,226 --> 00:25:22,266 In American history, one of the big moments 461 00:25:22,354 --> 00:25:25,114 is the Chicago World's Fair 462 00:25:25,232 --> 00:25:26,982 of 1893. 463 00:25:27,109 --> 00:25:30,699 These world's fairs were promotional events 464 00:25:30,821 --> 00:25:33,701 for people who were, had some new idea, 465 00:25:33,866 --> 00:25:37,036 and they wanted to show the world what they could do. 466 00:25:38,037 --> 00:25:39,997 For an industrial kitchen, Josephine's machine 467 00:25:40,164 --> 00:25:43,884 was a godsend, it saved time, it saved money. 468 00:25:44,001 --> 00:25:48,671 It could wash 250 dishes in two minutes. 469 00:25:48,797 --> 00:25:49,797 Human hands couldn't do that. 470 00:25:49,923 --> 00:25:51,633 And all the owners of restaurants and hotels 471 00:25:51,759 --> 00:25:54,929 were like, "yes, please, where do I sign?" 472 00:25:58,223 --> 00:25:59,733 [Narrator] Cochrane's machine wins 473 00:25:59,850 --> 00:26:01,850 a durability prize at the fair, 474 00:26:03,312 --> 00:26:07,072 and her product finds a niche with hotels and restaurants. 475 00:26:07,191 --> 00:26:08,821 But the question remains. 476 00:26:08,984 --> 00:26:12,154 Can she bring her dishwasher to the masses? 477 00:26:12,279 --> 00:26:14,659 So in her case, can you take those concepts 478 00:26:14,782 --> 00:26:16,162 and be affordable? 479 00:26:16,283 --> 00:26:18,043 That's the next giant step. 480 00:26:19,870 --> 00:26:21,710 (pensive music) 481 00:26:23,707 --> 00:26:25,917 [Narrator] Meanwhile, unlike Josephine Cochrane, 482 00:26:26,001 --> 00:26:28,461 Alfred Mellowes has built a smaller appliance 483 00:26:28,545 --> 00:26:30,795 that can fit inside a home. 484 00:26:30,923 --> 00:26:33,513 But by 1918, he's only manufactured 485 00:26:33,634 --> 00:26:36,304 about 40 refrigerators in two years. 486 00:26:38,680 --> 00:26:41,730 And now his business is collapsing. 487 00:26:41,850 --> 00:26:43,230 [Alfred] We can't survive another month 488 00:26:43,352 --> 00:26:45,022 if things keep going like this. 489 00:26:46,355 --> 00:26:48,395 [Narrator] Mellowes' company is about to fold, 490 00:26:48,524 --> 00:26:51,154 unless something changes and fast. 491 00:26:56,281 --> 00:26:59,371 Is this the Guardian refrigerator company? 492 00:26:59,535 --> 00:27:01,575 It is, or was. 493 00:27:01,703 --> 00:27:03,753 I'm Alfred Mellowes. 494 00:27:03,872 --> 00:27:05,252 Pleased to meet you. 495 00:27:05,374 --> 00:27:05,674 I'm William Durant. 496 00:27:05,791 --> 00:27:07,711 (tense music) 497 00:27:07,835 --> 00:27:08,835 Sure you are. 498 00:27:10,170 --> 00:27:11,130 In the flesh. 499 00:27:12,297 --> 00:27:15,467 William Durant was the creator of General Motors. 500 00:27:15,551 --> 00:27:17,851 He's wellknown as Wild Billy Durant 501 00:27:17,970 --> 00:27:19,890 and he's known for taking big chances 502 00:27:20,013 --> 00:27:21,773 and gambling on big ideas. 503 00:27:21,849 --> 00:27:24,639 My friends tell me you've had a tough go here, 504 00:27:24,726 --> 00:27:28,936 but these new ice boxes, they've got potential. 505 00:27:30,732 --> 00:27:32,862 Here's what I'm thinking. 506 00:27:32,985 --> 00:27:36,985 I'll run the business, you concentrate on the machine. 507 00:27:37,114 --> 00:27:39,534 So you would be our top engineer, 508 00:27:39,700 --> 00:27:41,660 no more operating on a shoestring. 509 00:27:41,827 --> 00:27:43,327 Why would a man who makes automobiles 510 00:27:43,453 --> 00:27:44,543 want to make refrigerators? 511 00:27:46,165 --> 00:27:49,625 Well, the car is a box with a motor. 512 00:27:49,710 --> 00:27:51,380 This is just a different kind of box. 513 00:27:52,713 --> 00:27:55,973 (tense music) 514 00:27:56,133 --> 00:27:58,473 [Narrator] Durant ponies up today's equivalent 515 00:27:58,594 --> 00:28:01,354 of nearly $1 million of his own money 516 00:28:01,513 --> 00:28:02,893 to buy Mellowes' dying company. 517 00:28:05,309 --> 00:28:07,019 This is a technology that's yet to be proven out, 518 00:28:07,144 --> 00:28:09,154 and Durant doing something like this 519 00:28:09,271 --> 00:28:11,441 is a huge gamble at the time. 520 00:28:12,983 --> 00:28:14,823 Our goal is 3000 units 521 00:28:14,902 --> 00:28:18,412 produced by the end of next year. 522 00:28:19,698 --> 00:28:20,568 That's too many. 523 00:28:22,075 --> 00:28:22,905 You have to think bigger, Alfred. 524 00:28:26,205 --> 00:28:30,415 Durant was insistent that they go full steam ahead. 525 00:28:30,542 --> 00:28:34,882 His attitude was damn the torpedoes, let's get this done. 526 00:28:35,005 --> 00:28:36,715 Now, I don't like Guardian. 527 00:28:36,840 --> 00:28:37,930 You need a new name. 528 00:28:39,843 --> 00:28:41,353 Well, what would you suggest? 529 00:28:43,096 --> 00:28:43,506 Well, what are we trying to do? 530 00:28:43,680 --> 00:28:45,020 Make cold air. 531 00:28:46,808 --> 00:28:47,808 That's all, cold air. 532 00:28:47,935 --> 00:28:52,475 Not just cold air, frigid air. 533 00:28:52,648 --> 00:28:52,938 Frigid air. 534 00:28:55,609 --> 00:28:56,319 Frigidaire. 535 00:28:58,195 --> 00:29:02,815 Frigidaire almost became another name for a refrigerator, 536 00:29:02,950 --> 00:29:05,410 and when I was growing up, for example, I remember, 537 00:29:05,535 --> 00:29:07,655 you know, people referring to the refrigerator 538 00:29:07,746 --> 00:29:10,996 as a Frigidaire, even if it wasn't made by Frigidaire. 539 00:29:11,124 --> 00:29:12,794 There are certain things that both 540 00:29:12,918 --> 00:29:16,458 the product and the brand become one in the same. 541 00:29:16,588 --> 00:29:18,258 Google today's a great example. 542 00:29:18,340 --> 00:29:20,970 I'm gonna Google something, and that's a big win. 543 00:29:21,051 --> 00:29:22,141 It's about as big as it gets. 544 00:29:27,182 --> 00:29:29,062 (pensive music) 545 00:29:34,356 --> 00:29:37,816 (tense music) 546 00:29:37,943 --> 00:29:39,113 More than 10 years after her stunning success 547 00:29:39,236 --> 00:29:42,156 at the 1893 Chicago World's Fair, 548 00:29:42,281 --> 00:29:45,911 Josephine Cochrane is selling her dishwasher 549 00:29:46,034 --> 00:29:49,164 to hotels and businesses across the U. S. 550 00:29:50,205 --> 00:29:54,285 But Cochrane knows the big market is somewhere else. 551 00:29:54,418 --> 00:29:57,918 For Cochrane, the dream of the dishwasher 552 00:29:58,046 --> 00:30:01,046 is turn the corner and bring this product 553 00:30:01,174 --> 00:30:03,974 down to a level that would fit in the home 554 00:30:04,136 --> 00:30:06,806 and it could be affordable for the homeowner. 555 00:30:06,888 --> 00:30:11,438 (pensive music) (insects chirping) 556 00:30:15,439 --> 00:30:16,609 [Narrator] In addition to selling 557 00:30:16,690 --> 00:30:19,610 to hotels and restaurants, Cochrane works tirelessly 558 00:30:19,735 --> 00:30:23,695 for years to create a more affordable household version 559 00:30:23,864 --> 00:30:25,954 that could earn her a fortune. 560 00:30:31,538 --> 00:30:33,208 But it all takes a toll. 561 00:30:35,751 --> 00:30:36,921 [Man] Why don't you take a break? 562 00:30:37,002 --> 00:30:38,052 It's been a long day. 563 00:30:47,054 --> 00:30:48,224 Josephine Cochrane was in charge. 564 00:30:48,347 --> 00:30:54,387 She had her fingers in every bit of her operation. 565 00:30:54,895 --> 00:30:56,225 And her health began to fail. 566 00:30:59,232 --> 00:31:02,902 [Narrator] In 1913, after decades of doggedly pursuing 567 00:31:03,028 --> 00:31:07,658 her dishwasher dream, Cochrane suddenly dies. 568 00:31:10,035 --> 00:31:12,445 She worked up until the end. 569 00:31:12,579 --> 00:31:14,919 Her official cause of death was a stroke, 570 00:31:15,040 --> 00:31:17,920 but it's commonly believed that she simply died 571 00:31:18,001 --> 00:31:20,801 of nervous exhaustion from running herself ragged 572 00:31:20,962 --> 00:31:22,592 for so many years. 573 00:31:22,672 --> 00:31:23,472 (tense music) 574 00:31:23,590 --> 00:31:25,300 [Narrator] After Cochrane's death, 575 00:31:25,425 --> 00:31:27,255 her company would continue selling dishwashers, 576 00:31:27,344 --> 00:31:32,354 and in 1926, it's acquired by Hobart Manufacturing, 577 00:31:32,516 --> 00:31:37,146 who give Cochrane's design a new name, KitchenAid, 578 00:31:37,270 --> 00:31:41,400 a brand that will go on to be worth almost $200 million. 579 00:31:47,197 --> 00:31:50,577 Maytag's intuition and hard work are paying off. 580 00:31:51,868 --> 00:31:55,248 In 1916, his innovative gasolinepowered Multimotor 581 00:31:55,372 --> 00:31:59,382 has brought the washing machine to thousands of farmers 582 00:31:59,501 --> 00:32:01,251 and families without electricity. 583 00:32:01,378 --> 00:32:05,048 But as electric power continues to become available 584 00:32:05,173 --> 00:32:08,973 in more and more homes, competition heats up. 585 00:32:09,094 --> 00:32:11,644 Rivals, like the Upton Machine Company, 586 00:32:11,805 --> 00:32:15,425 one day known as Whirlpool, are growing fast. 587 00:32:18,437 --> 00:32:22,267 To keep up, Maytag expands his line of electric washers, 588 00:32:22,357 --> 00:32:25,437 building a new factory to compete. 589 00:32:26,278 --> 00:32:28,908 But the decision is a gamble. 590 00:32:29,030 --> 00:32:30,820 The company had borrowed a lot of money, 591 00:32:30,949 --> 00:32:33,699 but the farm economy began to slump, 592 00:32:33,827 --> 00:32:36,747 and now the company's got some real problems on its hands 593 00:32:36,872 --> 00:32:38,212 as it looks to the future. 594 00:32:39,541 --> 00:32:42,961 (tense music) 595 00:32:43,086 --> 00:32:44,456 [Narrator] Meanwhile, William Durant 596 00:32:44,588 --> 00:32:47,508 is also facing a financial catastrophe. 597 00:32:47,632 --> 00:32:51,012 In 1919, his plan to quickly mass produce 598 00:32:51,136 --> 00:32:54,506 3000 Frigidaire refrigerators is unraveling. 599 00:32:54,639 --> 00:32:58,139 In the rush, leaks and other defects are found 600 00:32:58,310 --> 00:33:01,520 that caused the entire line to shut down. 601 00:33:01,688 --> 00:33:03,568 Our tests show several of the motors 602 00:33:03,690 --> 00:33:05,780 consistently overheat and break down. 603 00:33:07,319 --> 00:33:10,159 The assembly line will need a complete overhaul. 604 00:33:10,322 --> 00:33:12,952 The refrigerators that Durant had manufactured 605 00:33:13,074 --> 00:33:14,204 were a failure. 606 00:33:14,367 --> 00:33:17,037 And the problem was that they did have bugs in them, 607 00:33:17,204 --> 00:33:19,624 enough bugs so that the entire allotment 608 00:33:19,706 --> 00:33:21,536 that they made had to be scrapped. 609 00:33:23,168 --> 00:33:24,418 [Narrator] The stress from trying to meet 610 00:33:24,544 --> 00:33:27,424 Durant's breakneck schedule takes its toll 611 00:33:27,506 --> 00:33:30,086 on Chief Engineer Alfred Mellowes. 612 00:33:35,764 --> 00:33:36,394 I am beyond exhausted. 613 00:33:40,977 --> 00:33:41,387 I've given this some thought. 614 00:33:43,563 --> 00:33:44,483 I'm resigning. 615 00:33:44,564 --> 00:33:47,614 (tense music) 616 00:33:47,692 --> 00:33:48,822 But this is your baby. 617 00:33:50,737 --> 00:33:51,697 [Alfred] Not anymore. 618 00:34:06,503 --> 00:34:09,843 [Narrator] With his top engineer suddenly gone, 619 00:34:10,006 --> 00:34:11,416 Durant needs a plan. 620 00:34:15,178 --> 00:34:18,268 (rotary phone dialing) 621 00:34:18,348 --> 00:34:20,228 As the President of General Motors, 622 00:34:20,350 --> 00:34:21,480 he puts his trust into the engineers 623 00:34:21,560 --> 00:34:24,980 of one of the world's largest car companies 624 00:34:25,105 --> 00:34:27,065 to build a reliable refrigerator. 625 00:34:27,607 --> 00:34:30,737 They've had access to the newly established 626 00:34:30,860 --> 00:34:33,660 General Motors research laboratories in Dayton. 627 00:34:33,780 --> 00:34:36,410 So it was logical that, well, if we transfer down there, 628 00:34:36,533 --> 00:34:39,663 those people have got the talent 629 00:34:39,786 --> 00:34:41,826 maybe to be able to turn this thing around. 630 00:34:41,997 --> 00:34:45,377 [Narrator] The GM team works tirelessly on a redesign. 631 00:34:45,542 --> 00:34:48,212 What they come up with is arguably 632 00:34:48,336 --> 00:34:53,086 the first modernlooking refrigerator, the Frigidaire B9. 633 00:34:53,174 --> 00:34:55,644 It had adjustable shelves. 634 00:34:55,760 --> 00:34:58,050 It had compartments in the doors. 635 00:34:58,179 --> 00:35:01,769 It had ice cube trays... 636 00:35:01,850 --> 00:35:03,480 Which meant it had a freezer compartment, 637 00:35:03,602 --> 00:35:06,732 and meant that you could have cocktails 638 00:35:06,855 --> 00:35:08,225 at any point in your day. 639 00:35:09,441 --> 00:35:11,991 [Narrator] The first B9 weighs more than 800 pounds 640 00:35:12,152 --> 00:35:16,912 and costs $775, over $11,000 today. 641 00:35:18,408 --> 00:35:21,238 But the company reins in manufacturing costs, 642 00:35:21,369 --> 00:35:25,329 nearly cutting the price in half, and sales explode. 643 00:35:25,498 --> 00:35:27,498 So many had been sold at a profitable level 644 00:35:27,584 --> 00:35:31,844 that General Motors boasted the profits from Frigidaire 645 00:35:32,005 --> 00:35:34,045 have paid for all of our dividends 646 00:35:34,174 --> 00:35:35,884 on our preferred stock. 647 00:35:40,680 --> 00:35:42,640 (pensive music) 648 00:35:44,517 --> 00:35:45,227 [Narrator] By 1920, 649 00:35:45,352 --> 00:35:48,272 Frederick Maytag is in trouble, 650 00:35:48,355 --> 00:35:50,645 facing hundreds of different manufacturers 651 00:35:50,774 --> 00:35:53,494 in the crowded washing machine market. 652 00:35:53,568 --> 00:35:56,148 And now his company owes creditors 653 00:35:56,237 --> 00:35:58,947 $14 million in today's money. 654 00:35:59,032 --> 00:36:03,332 By the dawn of the 1920s, Maytag's in his sixties, 655 00:36:03,411 --> 00:36:05,831 and his company is almost on the verge bankruptcy. 656 00:36:07,207 --> 00:36:10,207 [Narrator] But Maytag's top engineer isn't giving up. 657 00:36:10,335 --> 00:36:12,295 He realizes saving the company 658 00:36:12,420 --> 00:36:13,250 means coming up with an innovation 659 00:36:13,338 --> 00:36:16,128 to set their washing machines apart 660 00:36:16,299 --> 00:36:18,389 from every other manufacturer. 661 00:36:22,013 --> 00:36:24,433 (tense music) 662 00:36:34,609 --> 00:36:36,989 [Howard] This is the key. 663 00:36:40,532 --> 00:36:42,282 This is a boat motor. I know. 664 00:36:42,367 --> 00:36:42,987 But what does it do under the water? 665 00:36:44,285 --> 00:36:47,365 There are propellers that create currents. 666 00:36:47,539 --> 00:36:48,919 I can't believe I didn't see this before. 667 00:36:49,040 --> 00:36:52,630 Our agitator shouldn't be at the top of the tub. 668 00:36:52,794 --> 00:36:55,634 It needs to be under the water, on the bottom. 669 00:36:55,755 --> 00:36:56,585 (pensive music) 670 00:36:56,673 --> 00:36:58,803 The longstanding technology in terms 671 00:36:58,925 --> 00:37:02,465 of washing clothes was the agitator in the lid 672 00:37:02,595 --> 00:37:05,925 and the cleaning process was friction. 673 00:37:06,057 --> 00:37:10,307 Snyder recognized a whole different way to clean clothes. 674 00:37:10,437 --> 00:37:12,647 What that did, as it spun around, 675 00:37:12,772 --> 00:37:15,652 it created current, and that water moving 676 00:37:15,734 --> 00:37:18,824 against the fabrics is what was gonna clean the clothes 677 00:37:18,945 --> 00:37:21,655 even better than they had in the past. 678 00:37:21,740 --> 00:37:23,660 And that's the same technology that we have 679 00:37:23,783 --> 00:37:25,833 in our washing machines today. 680 00:37:27,579 --> 00:37:28,999 [Narrator] Soon, Maytag unveils 681 00:37:29,080 --> 00:37:32,630 a new electric washer called the model 80, 682 00:37:32,709 --> 00:37:34,919 also known as the Gyrafoam. 683 00:37:36,671 --> 00:37:39,971 If this one doesn't sell, his company will likely go under. 684 00:37:40,300 --> 00:37:42,090 Gyrafoam. 685 00:37:49,642 --> 00:37:52,102 We'll say it's a tempest in a tub. 686 00:37:55,023 --> 00:37:55,863 That's good. 687 00:37:56,900 --> 00:37:57,650 (pensive music) 688 00:37:57,817 --> 00:38:00,737 [Narrator] After its release in 1922, 689 00:38:00,862 --> 00:38:03,662 the Gyrafoam is an instant hit. 690 00:38:04,866 --> 00:38:07,986 By 1926, Maytag is selling onethird 691 00:38:08,119 --> 00:38:10,789 of all washing machines in America, 692 00:38:10,914 --> 00:38:15,794 with sales of nearly $60 million, over $800 million today 693 00:38:16,503 --> 00:38:19,553 Maytag goes on to be one of the largest 694 00:38:19,672 --> 00:38:23,762 manufacturers of washing machines until 2006, 695 00:38:23,885 --> 00:38:26,595 when the company is purchased by their top competitor, 696 00:38:26,679 --> 00:38:29,809 Whirlpool, for $1.7 billion. 697 00:38:30,433 --> 00:38:35,273 I cannot imagine my life without a washing machine. 698 00:38:35,355 --> 00:38:38,015 I cannot imagine the amount of time 699 00:38:38,149 --> 00:38:41,029 I would be spending doing all of those chores 700 00:38:41,194 --> 00:38:43,534 if I didn't have all of these magical appliances 701 00:38:43,655 --> 00:38:45,195 in my house. 702 00:38:45,323 --> 00:38:48,793 [Narrator] Meanwhile, washing machines aren't the only 703 00:38:48,910 --> 00:38:51,660 appliance changing lives in American homes. 704 00:38:51,830 --> 00:38:56,130 By the end of the 1930s, nearly 50% of households 705 00:38:56,209 --> 00:38:57,919 have refrigerators. 706 00:38:58,002 --> 00:39:01,762 More and more companies got into the refrigerator business 707 00:39:01,881 --> 00:39:03,761 because they saw a market, and they all had 708 00:39:03,842 --> 00:39:05,682 slightly different models. 709 00:39:05,802 --> 00:39:08,352 Kelvinator was an important competitor. 710 00:39:08,513 --> 00:39:13,433 Sears sold its own sort of strippeddown cheap refrigerator 711 00:39:13,518 --> 00:39:14,848 called the Cold Spot. 712 00:39:15,395 --> 00:39:19,015 (tense music) 713 00:39:19,649 --> 00:39:23,109 [Narrator] Despite the competition, by 1929, 714 00:39:23,236 --> 00:39:27,196 Frigidaire is on pace to sell a million refrigerators, 715 00:39:27,323 --> 00:39:30,163 but it happens without the visionary who got them there. 716 00:39:31,744 --> 00:39:34,214 Stock problems along with an angry board of directors 717 00:39:34,330 --> 00:39:37,290 force William Durant out of General Motors in 1920. 718 00:39:39,294 --> 00:39:43,804 Durant tries other ventures, but the man called Wild Billy 719 00:39:43,923 --> 00:39:46,473 never finds his way back to the top. 720 00:39:46,593 --> 00:39:50,513 After William Durant left the employ of General Motors, 721 00:39:50,638 --> 00:39:53,308 his various spendthrift ways caught up with him. 722 00:39:53,391 --> 00:39:57,981 Ultimately, he became totally bankrupt and passed away, 723 00:39:58,104 --> 00:39:59,484 really as pretty much a pauper. 724 00:39:59,606 --> 00:40:02,356 [Narrator] By 1956, Frigidaire produces 725 00:40:02,483 --> 00:40:05,903 its 20 millionth refrigerator. 726 00:40:06,905 --> 00:40:08,945 30 years later, the company is sold 727 00:40:09,073 --> 00:40:14,083 to European appliance maker Electrolux for $773 million. 728 00:40:15,121 --> 00:40:16,541 We can't say that Durant invented 729 00:40:16,664 --> 00:40:19,674 the household refrigerator, but he was 730 00:40:19,751 --> 00:40:22,461 certainly an important part of its success. 731 00:40:22,545 --> 00:40:25,085 [Narrator] Today, Americans buy 732 00:40:25,173 --> 00:40:28,973 about 8 million refrigerators, 10 million washing machines, 733 00:40:29,135 --> 00:40:31,425 and 9 million dishwashers each year, 734 00:40:31,554 --> 00:40:35,894 spending $40 billion annually on comforts 735 00:40:36,017 --> 00:40:38,807 that previous generations could only dream of. 736 00:40:40,021 --> 00:40:41,771 I'm not sure the young people today 737 00:40:41,898 --> 00:40:44,778 fully appreciate what it took for them 738 00:40:44,859 --> 00:40:47,489 to open a fridge and get something cold. 739 00:40:47,570 --> 00:40:50,820 And when you throw your clothes in that washing machine, 740 00:40:50,949 --> 00:40:54,159 and the dishwasher, our lives are so convenient now, 741 00:40:54,243 --> 00:40:57,413 but there was a time when it wasn't that easy. 742 00:40:57,538 --> 00:41:00,998 I don't think most people give it a second thought, 743 00:41:01,125 --> 00:41:03,585 but they should, because the machines 744 00:41:03,670 --> 00:41:05,630 that made America made you. 745 00:41:05,713 --> 00:41:08,683 (dramatic music) 746 00:41:08,733 --> 00:41:13,283 Repair and Synchronization by Easy Subtitles Synchronizer 1.0.0.0 57725

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