The 18th-century potter who became the world’s first tycoon
Josiah Wedgwood was the father of modern marketing and the creator of the first luxury brand. Yet he's been largely forgotten by time.
The name “Josiah Wedgwood” doesn’t pique the interest of most tech bros.
He didn’t grace stages clad in a black turtleneck. He didn’t build a steel or railroad empire. He wasn’t the richest man of all time, or the most powerful. But nearly 300 years ago, in a small village in the English hills, he revolutionized the way the world thought about business and entrepreneurship — by making pottery.
Wedgwood has been called the “first tycoon,” the “Steve Jobs” of the 18th century, and “one of the most innovative retailers the world has ever seen.” Scholars regard him as both the father of modern marketing and the creator of the first luxury brand.
In his quest to invent and sell ceramic wares, he pioneered sales techniques like money back guarantees, free delivery, and “influencer” marketing.
This is the story of a small-time potter from the middle of nowhere who turned a “rude uncultivated craft” into a thriving global industry.
A potter is born
Josiah was born on July 12, 1730, in Burslem, England, the 13th child of an impoverished and struggling potter.
In these times, pottery was seen as a crude, dirty, and “undignified” craft. Like most in the trade, Josiah’s father, Thomas, produced low-quality, cheap wares that were “black and mottled in color.” His work was a nothing more than a means of survival.
When Josiah was 9 years old, his father died, leaving the ailing business (and a mountain of debt) to his sons. The children worked brutal 12-hour days, lugging around and battering monstrous chunks of clay.
In these dismal conditions, Josiah contracted smallpox. He narrowly survived, but the illness left his right leg permanently crippled. Unable to perform manual labor, he began to experiment with the business side of pottery: Technology, marketing, and innovation.
By 22, he’d mastered the trade and decided to branch out on his own.
In a neighboring town, Josiah worked with Thomas Whieldon, a renowned potter who’d come up with a signature “tortoiseshell” glaze. By breaking from the mold, Whieldon had attracted acclaim and been able to boost his prices.
Here, Josiah came to his first entrepreneurial realization: “Invention without experiment signifies very little,” he wrote. “Everything derives from experiment[s].”
Move fast and break porcelain
At the time, however, there was little incentive to experiment: It was expensive and risky, and “entrepreneurship” was not celebrated like it is today.....MUCH MORE
But the young potter had been raised to “question the status quo” of establishments and “create [his] own culture.” And from his village in the hills, he began to notice a shift.
The act of drinking tea, and the fancy ceramic wares it required, was reserved for the upper class — but a “new consumer” was emerging, a generation of up-and-comers who wanted to “display their taste.”
Like aspirational Instagramers, these consumers wanted the world to see them as tea drinking socialites. They wanted fine tea decor, but porcelain was pricey and in short supply. There was a need, it seemed, for a cheaper, aesthetically-pleasing alternative....
