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[Narrator] They are in
every home in America.
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00:00:04,171 --> 00:00:08,011
A combined 27 million
are sold each year,
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00:00:08,175 --> 00:00:11,255
creating an annual
$40 billion industry.
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00:00:11,345 --> 00:00:17,095
Over 100 years ago, the
washing machine, dishwasher,
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00:00:17,226 --> 00:00:19,346
and refrigerator
transformed our lives.
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00:00:19,478 --> 00:00:21,478
Pretty darn clean.
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I don't think there's
a full appreciation
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00:00:24,691 --> 00:00:25,441
for what homemakers went through
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before all of these
home technologies
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00:00:28,362 --> 00:00:31,992
made our lives so much easier.
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00:00:32,074 --> 00:00:34,084
[Narrator] These
miracles of home technology
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00:00:34,201 --> 00:00:35,991
are brought to
life by visionaries
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00:00:36,161 --> 00:00:38,041
like Frederick Lewis Maytag.
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00:00:38,205 --> 00:00:38,905
The Gyrafoam.
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00:00:39,039 --> 00:00:41,959
We'll say it's a
tempest in a tub.
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00:00:42,042 --> 00:00:43,882
[Narrator] General
Motors' William Durant.
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Why would a man
who makes automobiles
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00:00:45,879 --> 00:00:47,009
want to make refrigerators?
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00:00:47,130 --> 00:00:49,760
The car is a box with a motor.
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00:00:49,883 --> 00:00:51,553
This is just a
different kind of box.
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00:00:52,928 --> 00:00:54,258
[Narrator] And a
pioneering inventor
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00:00:54,388 --> 00:00:57,178
who broke boundaries
and changed the world.
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00:00:57,349 --> 00:00:58,349
Where are the scrubbers?
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00:00:58,517 --> 00:00:58,847
No scrubbers.
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00:00:58,976 --> 00:01:00,846
Water pressure.
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00:01:00,978 --> 00:01:03,648
[Narrator] But the drive
to innovate comes at a cost.
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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.
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00:01:09,319 --> 00:01:10,319
I need a home loan.
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With innovators, there
is a razor thin line
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between overwhelming success
and stunning failure.
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[Narrator] It's a fight to
be first in a new frontier.
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This is the key.
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Boat motor.
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Can't believe I didn't
see this before.
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[Narrator] This is
home tech revolution.
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(engine roaring)
(tense music)
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It's 1883, the height of
the Industrial Revolution.
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Mechanization has led
to massive advancements
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00:01:56,033 --> 00:01:59,413
in transportation,
communication, and agriculture.
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00:02:00,329 --> 00:02:01,999
There's just a
lot of movement.
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00:02:02,164 --> 00:02:03,124
There's a lot of growth.
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00:02:03,206 --> 00:02:05,166
There's a lot of size
and productivity.
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00:02:05,334 --> 00:02:07,254
Suddenly you can build products
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on a massive scale
never before imagined.
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00:02:11,214 --> 00:02:12,634
[Narrator] But as new
technologies reshape
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00:02:12,758 --> 00:02:16,138
how Americans live and
work, there's one area
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00:02:16,261 --> 00:02:18,391
that is still stuck in the past.
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00:02:19,806 --> 00:02:22,476
People have no idea
how much hard work
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00:02:22,643 --> 00:02:26,363
there was involved
in just daily life.
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00:02:26,480 --> 00:02:30,320
Just keeping your
household to a basic level
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00:02:30,442 --> 00:02:33,242
of cleanliness and making food
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took people at least
40 hours a week.
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(tense music)
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00:02:41,745 --> 00:02:43,995
[Narrator] In
Illinois, one woman knows
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00:02:44,081 --> 00:02:46,331
the drudgery of household labor,
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00:02:46,458 --> 00:02:49,798
even if she doesn't
have to do it herself.
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00:02:49,920 --> 00:02:51,460
Josephine Cochrane comes
from a comfortable background,
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00:02:51,630 --> 00:02:55,130
is someone who never
has to worry about
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00:02:55,217 --> 00:02:56,967
having to go to
work for a living.
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00:02:58,345 --> 00:03:01,175
She became a socialite
and a political wife
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00:03:01,306 --> 00:03:03,346
and began entertaining.
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00:03:06,436 --> 00:03:08,146
[Narrator] One of
her prized possessions
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00:03:08,271 --> 00:03:10,651
is heirloom China
from the 1600s.
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What?
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This is impossible,
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00:03:15,070 --> 00:03:16,860
[Narrator] But the
household staff has repeatedly
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chipped her beloved
plates while washing them.
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00:03:21,993 --> 00:03:25,253
And after her next dinner
party, she cleans them herself.
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00:03:26,206 --> 00:03:28,786
(tense music)
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00:03:33,672 --> 00:03:34,802
Oh my.
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There's another one.
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How is this happening?
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[Narrator] She discovers
it's harder than it looks.
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She decided the time
had come to make a change.
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00:03:51,982 --> 00:03:53,692
(birds chirping)
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00:04:00,907 --> 00:04:03,867
I wonder why no one invented
a machine to wash dishes.
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00:04:04,035 --> 00:04:05,865
(tense music)
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00:04:05,996 --> 00:04:09,206
I doubt anyone thinks
that's very important.
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00:04:09,374 --> 00:04:10,964
And why in the world
would anyone need
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00:04:11,042 --> 00:04:12,632
a machine to wash dishes?
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00:04:15,505 --> 00:04:19,295
At the time, many
middleclass women had a maid,
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00:04:19,468 --> 00:04:20,548
had a cook, had someone
who was in the home
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doing the physical human labor.
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The dishwasher doesn't seem
as much of a necessity.
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00:04:30,979 --> 00:04:33,439
(tense music)
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[Narrator] Despite her
husband's lack of enthusiasm,
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in 1883, Josephine
Cochrane begins work
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00:04:42,532 --> 00:04:45,992
on a mechanical handcranked
dish washing machine.
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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.
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[Narrator] Obsessed with
building a better dish washer,
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00:04:56,838 --> 00:05:00,838
Josephine spends months
refining her idea.
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00:05:15,941 --> 00:05:19,441
Oh my God, William,
William, are you okay?
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[Narrator] But then
her husband William
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00:05:22,489 --> 00:05:24,829
dies suddenly from
a heart attack,
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00:05:24,950 --> 00:05:28,540
leaving Josephine to
confront a shocking truth.
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00:05:28,703 --> 00:05:30,543
She thought they
were very well off,
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00:05:30,705 --> 00:05:32,825
but what her husband
unexpectedly died,
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it turned out they
had a lot more debts,
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00:05:34,835 --> 00:05:37,085
and she really
needed to scramble
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to find a living for herself.
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The dishwasher was no longer
just this great idea she had,
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00:05:42,425 --> 00:05:44,135
but it became a
financial necessity
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for her to construct something
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00:05:45,220 --> 00:05:47,890
that would be
bought by consumers.
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00:05:48,974 --> 00:05:51,734
(tense music)
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[Narrator] 330 miles away,
a farm equipment manufacturer
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00:05:55,856 --> 00:05:59,396
is also on the brink
of financial ruin.
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To boost profits during the
slow fall and winter months,
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00:06:03,488 --> 00:06:06,158
he's made a series
of risky investments,
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00:06:06,241 --> 00:06:08,161
and they've all gone belly up.
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[Frederick] This doesn't
add up.
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00:06:11,162 --> 00:06:14,502
Frederick L. Maytag has
a very diverse background
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00:06:14,624 --> 00:06:16,634
in terms of various
business ventures.
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He was willing to strike
out and get involved
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00:06:21,673 --> 00:06:22,923
if he thought it was
a good opportunity
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and if it appealed to him.
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00:06:24,009 --> 00:06:25,679
(tense music)
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[Narrator] One
day, Maytag's company
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will create a product
found in over 80%
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00:06:30,682 --> 00:06:32,812
of American households.
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Wash 660 million loads
of laundry per week,
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00:06:37,564 --> 00:06:41,074
and become an empire
worth $1.7 billion.
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00:06:45,822 --> 00:06:49,082
But in 1907, Frederick
Maytag is deep in debt,
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00:06:49,200 --> 00:06:52,200
doing everything he can to
keep his farm equipment company
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00:06:52,370 --> 00:06:53,120
from going under.
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00:06:54,205 --> 00:06:55,825
Frederick Maytag was
the perfect salesman
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00:06:55,916 --> 00:06:59,376
in that he wanted to keep
up with his customers
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00:06:59,502 --> 00:07:01,092
and he wanted them to
visit and to talk to him
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00:07:01,171 --> 00:07:04,091
about how to improve
his sales and products.
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00:07:06,593 --> 00:07:08,303
Hello, Mrs.
Classet, how are you?
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00:07:08,428 --> 00:07:09,048
Hi.
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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.
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00:07:14,351 --> 00:07:15,231
[Narrator] Maytag
has made a living
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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.
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Monday was washing day,
the worst day of the week,
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every woman loathed
washing clothes.
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00:07:33,411 --> 00:07:35,501
You'd start the
process by chopping wood.
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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,
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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.
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00:07:46,800 --> 00:07:47,800
[Narrator] A single
load of laundry
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would typically use
about 50 gallons of water
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00:07:50,512 --> 00:07:52,642
for washing,
boiling, and rinsing,
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00:07:52,764 --> 00:07:54,524
requiring a woman to carry water
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00:07:54,683 --> 00:07:57,983
from a pump or well
eight to 10 times.
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00:07:58,103 --> 00:08:00,773
In the late 1800s, over
the course of a year,
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00:08:00,897 --> 00:08:03,857
the average housewife
will walk 148 miles
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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,
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00:08:15,787 --> 00:08:17,537
he could make a fortune.
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00:08:18,999 --> 00:08:22,959
But there are already several
different kinds on the market.
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If he created a
product that was easy
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for the housewife to operate,
if it was easy to repair,
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00:08:29,718 --> 00:08:31,848
then that product was
going to sell itself.
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00:08:32,012 --> 00:08:34,972
(tense music)
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[Narrator] Maytag
and his engineers
166
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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
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that would give your
muscles more power
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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.
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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?
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[Narrator] In 1909,
Maytag introduces
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00:09:37,619 --> 00:09:40,789
the Pastime washing machine.
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00:09:42,123 --> 00:09:44,043
It's a new design created
to make life easier
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00:09:44,167 --> 00:09:47,167
for housewives who have
the backbreaking task
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00:09:47,337 --> 00:09:49,797
of washing their
clothes by hand.
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00:09:49,964 --> 00:09:53,934
He has come up with a
more efficient fly wheel,
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00:09:54,010 --> 00:09:58,680
which is placed underneath the
tub, less effort to activate.
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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.
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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
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