May 28th 2021

An Experimental Entrepreneur

by David Galenson

David W. Galenson is Professor of Economics at the University of Chicago; Academic Director of the Center for Creativity Economics at Universidad del CEMA, Buenos Aires; and a Research Associate of the National Bureau of Economic Research. His publications include Old Masters and Young Geniuses: The Two Life Cycles of Artistic Creativity (Princeton University Press, 2006) and Conceptual Revolutions in Twentieth-Century Art (Cambridge University Press and NBER, 2009).

When Paul Van Doren died last month, the New York Tmes described him as a founder of Vans,"the Southern California sneaker company that became synonymous with skateboarding almost by chance and then grew into a multibillion-dollar business."  In fact, chance had little to do with it.  But like many experimental innovators before him, Paul Van Doren got no respect, because his unobtrusive actions and unassuming personality caused his remarkable achievements to be generally overlooked for much of his life.
Van Dorren 4

Born in Randolph, Massachusetts in 1930, Van Doren dropped out of school at 16, and got a job as a runner at the Randolph Rubber Company.  He worked his way up through the ranks, and later wrote that he had spent the first 20 years of his career learning the trade: after working every part of the production line, "I knew everything I needed to know about the art and chemistry of making a quality pair of canvas sneakers."

In 1964, Van Doren moved to Southern California to run a new Randolph factory in Orange County.  He soon realized that sneakers were far more popular in California than in the East.  But a year later a disagreement with ownership prompted him to quit, and at 35 he was unemployed.  What to do?  "Making canvas shoes was what I knew best.  Hell, making canvas shoes was the only thing I knew."  With the support of an investor, he founded the Van Doren Rubber Company in a small warehouse, to make sneakers and sell them on-site.

van dorren 5Van Doren was adept at converting difficulties into advantages.  An annoying problem, that the sticky rubber soles he made adhered to his wrapping paper,  proved to help local teens stay on the skateboards that had become ubiquitous during the surfing craze, "so I learned to love the sticky."  When his old company pressured box suppliers to boycott Van Doren, he devised a new type of box, made of a single piece of cardboard, that eliminated the tiresome matching of lids to boxes.

But Van Doren's big break came when he got to know two teen-aged skateboarders, Tony Alva and Stacy Peralta, who came into his store.  Both would go on to become champions, and to make Vans an integral part of their sport.  Van Doren's shoes, with a patterned sole that was much thicker than other sneakers, were more durable for the boarders, who dragged one foot as a brake.  And at Alva's urging, Van Doren began to sell one shoe at a time, to replace the brake shoes that wore out more quickly.  Eventually, Van Doren invited Alva and Peralta to become involved in shoe design, and Vans began making specialized board shoes, with a padded collar and customized color combinations.  When some local teenagers drew checkerboards on their shoes, Van Doren began making sneakers with a black-and-white checked pattern: these gained Vans national fame in 1982, when Sean Penn wore a pair in Fast Times at Ridgmont High.

van dorren 6Paul Van Doren's success stemmed from his thorough understanding of how to make high quality canvas sneakers, and his flexibility in making practical use of the knowledge he gained from listening to his customers.  Time and again he made improvements to his product, but he modestly denied any brilliance: the first sentence of Authentic, his memoir, was "My entire life, I never had one big idea."  He eschewed self-aggrandizing rhetoric; far from claiming that he had made a dent in the universe, he consistently maintained that his only goal was to sell high quality sneakers at low prices.  And he succeeded because he worked tirelessly to do just that.  He eventually sold Vans to a larger corporation and retired, but by then Vans had become one of the world's largest sneaker companies.  Paul Van Doren's legacy lies in a famous company, and in his advice to young entrepreneurs to get their hands dirty, and to know what goes into making what they are selling.

 

 

 

 

 

 

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More Essays

Jul 22nd 2021
EXTRACT: "You’d think our brush with mortality through the pandemic would have brought some of this home to us. You’d think it would give us pause for thought about what really matters to us: the kind of world we want for our children; the kind of society we want to live in. And for many people it has. In a survey carried out during lockdown in the UK, 85% of respondents found something in their changed conditions they felt worth keeping and fewer than 10% wanted a complete return to normal."
Jul 20th 2021
EXTRACT: "English artist Damien Hirst’s latest project, “The Currency”, is an artwork in two forms. Its physical form is 10,000 unique hand-painted A4 sheets covered in colourful dots. In the same way as paper money, each sheet includes a holographic image of Hirst, a signature, a microdot and – in place of a serial number – a small individual message. The second part of the artwork is that each of these hand-painted sheets has a corresponding NFT (non-fungible token). NFTs are digital certificates of ownership which exist on the secure online ledgers that are known as blockchains. ---- The way that “The Currency” works is that collectors will not be buying the physical artwork immediately. Instead, they will pay US$2,000 (£1,458) for the NFT and then have a year to decide whether they want the digital or the physical version. Once the collector selects one, the other will be destroyed. ---- So what is going on here, and what does it tell us about art and money?"
Jul 20th 2021
EXTRACT: "Ellison was an abstract expressionist painter, who, having come to New York City from West Texas in 1962, was as he said “unable to find traction” as a painter. At the same time, he began collecting ceramic objects and educating himself about this field of art as he went along. In 2009 he bestowed on the Metropolitan Museum of Art over 300 extraordinary examples of American ceramics, spanning the years 1876 through 1956. Since then, Ellison has gifted to the Museum over 600 works – including a significant collection of European art pottery in 2013, and most recently over 125 modern and contemporary clay vessels and objects – making the Museum one of the most significant repositories of Art Pottery in the world. ---- The current exhibition presents nearly 80 pieces drawn from Ellison’s latest donation, and it is a thoroughly captivating show; even where (or perhaps especially where) the works are outlandish, bizarre, sometimes almost monstrous, but nonetheless enthralling."
Jul 11th 2021
EXTRACT: "Over the course of England’s journey to the Euro 2020 final, one of the most fascinating plays has been happening just off the pitch. Whenever the TV camera cuts to the team’s manager Gareth Southgate, he is occasionally seen standing alone on the edge of the field, urging his team on. ---- But most of the time he is deep in conversation with his assistant Steve Holland. ---- A recent study of English football culture points to a shift away from what the authors term “Beckhamisation”, after the former England captain and Manchester United star player David Beckham – a popular and instantly recognisable symbol of that period of football history (though, it is not suggested the culture was his creation). ---- During the 1990s, the study claims, this “Beckhamisation” saw high octane management practices imported from the corporate world into football. ---- In recent years, this has been replaced by “Southgatism”, a leadership style which that study describes as “modest, self-deprecating, down to earth, diverse and progressive”. "
Jun 30th 2021
EXTRACT: "New York’s Museum of Modern Art is currently presenting an exhibition devoted to an in-depth review of Paul Cézanne’s drawings. If there is any criticism to be made of this extraordinary show, it is that it is frankly overwhelming: with roughly 280 pencil, ink and gouache drawings and watercolors (and even a handful of oil paintings), there is so much to take in that two or three visits to the exhibition may be required to do it justice."
Jun 25th 2021
EXTRACT: "Cognitive flexibility provides us with the ability to see that what we are doing is not leading to success and to make the appropriate changes to achieve it." .... "Flexible thinking is key to creativity – in other words, the ability to think of new ideas, make novel connections between ideas, and make new inventions." .... "The good news is that it seems you can train cognitive flexibility."
Jun 17th 2021
EXTRACT: "Confronting our complex history and ultimately embracing a more equitable, balanced, and humble culture may be a tall order in these fractious times. But that makes it even more imperative that we fully reckon with who we are and who we are capable of becoming."
Jun 11th 2021
EXTARCT: "A further health benefit of hiking is that it’s classed as “green exercise”. This refers to the added health benefit that doing physical activity in nature has on us. Research shows that not only can green exercise decrease blood pressure, it also benefits mental wellbeing by improving mood and reducing depression to a greater extent than exercising indoors can."
Jun 10th 2021
EXTRACT: "“The greatness of a nation and its moral progress,” Mahatma Gandhi said, “can be judged by the way its animals are treated.” If we apply that test to the world as a whole, how much moral progress have we made over the past two millennia? ...... That question is suggested by The Golden Ass, arguably the world’s earliest surviving novel, written around 170 CE, when Emperor Marcus Aurelius ruled the Roman Empire. Apuleius, the author, was an African philosopher and writer, born in what is now the Algerian city of M’Daourouch."
Jun 4th 2021
EXTRACT: "Research we’ve done, which looked at 37 adults with type 2 diabetes, found that over two weeks, prolonged sitting was associated with high blood sugar levels. But we also found that when people stood up or walked around between periods of sitting, they had lower blood sugar levels. Other studies have also had similar results."
May 28th 2021
EXTRACT: "Paul Van Doren's legacy lies in a famous company, and in his advice to young entrepreneurs to get their hands dirty, and to know what goes into making what they are selling."
May 19th 2021
EXTRACT: "May 7th marked three hundred and ten years since the philosopher David Hume was born. He is chiefly remembered as the most original and destructive of the early modern empiricists, following John Locke and George Berkeley." .... " Shocking as it may (and should) sound, Hume is implying nothing less than that the next time you turn the key in your car ignition, you are as justified to expect the engine will start as you are in believing it will turn into a pumpkin. For there is a radical contingency that pervades all our experience. We could wake up tomorrow to a world that looks and behaves very differently to the one we are in now. Matters of fact are dependent on experience and can never be known a priori — they are purely contingent, and could always turn out different than what we expect."
May 1st 2021
EXTRACT: " The sad reality is that the Mizrahim (Jews of Middle Eastern and North African descent) were discriminated against from the day of Israel’s inception, whose Ashkenazi (European Jewish) leaders viewed them as intellectually inferior, “backward,” and “too Arab,” and treated them as such, largely because the Ashkenazim agenda was to maintain their upper-class status while controlling the levers of power, which remain prevalent to this day." ..... " The greatest heartbreaking outcome is that for yet another generation of Israelis, growing up in these debilitating conditions has a direct effect on their cognitive development. A 2015 study published in Nature Neuroscience found that “family income is significantly correlated with children’s brain size…increases in income were associated with the greatest increases in brain surface area among the poorest children.” "
Apr 25th 2021
EXTRACT: "We all owe Farah Nabulsi an enormous debt of gratitude. In a short 24-minute film, The Present, she has exposed the oppressive indecency of the Israeli occupation while telling the deeply moving story of a Palestinian family. What is especially exciting is that after winning awards at a number of international film festivals​, Ms. Nabulsi has been nominated for an Academy Award for this remarkable work of art. " 
Apr 25th 2021
EXTRACT: "When I crashed to the floor of my home in Bordeaux recently after two months of Covid-19 dizziness, I was annoyed. The next day I collapsed again. Now I was worried. What I didn’t know was that my brain was sloshing around inside my skull, causing a mild concussion. Nor did I know that I was in for a whole new world of weird and wonderful hallucinations."
Apr 13th 2021
EXTRACT: "Overall, our review has found that there isn’t evidence to back up the claims that veganism is good for your heart. But that is partly because there are few studies ....... But veganism may have other health benefits. Vegans have been found to have a healthier weight and lower blood glucose levels than those who consume meat and dairy. They are also less likely to develop cancer, high blood pressure and diabetes. "
Apr 8th 2021
EXTRACT: "Pollock’s universe, the universe of Mural, cannot be said to be a rational universe. Nor is it simply devoid of all sense. It is not a purely imaginary world, although in it everything is in a constant state of flux. Mural invokes one of the oldest questions of philosophy, a question going back to the Pre-Socratic philosophers Parmenides and Heraclitus – namely, whether the nature of Reality constitutes unchanging permanence or constant movement and flux. For Pollock, the only thing that is truly unchanging is change itself. The only certainty is that all is uncertain."
Apr 8th 2021
EXTRACT: "Many present day politicians appear to have psychopathic and narcissistic traits too. It’s easy to spot such leaders, because they are always authoritarian, following hardline policies. They try to subvert democracy, to reduce the freedom of the press and clamp down on dissent. They are obsessed with national prestige, and often persecute minority groups. And they are always corrupt and lacking in moral principles."
Apr 6th 2021
EXTRACT: "This has led some to claim that not just half, but perhaps nearly all advertising money is wasted, at least online. There are similar results outside of commerce. One review of field experiments in political campaigning argued “the best estimate of the effects of campaign contact and advertising on Americans’ candidates choices in general elections is zero”. Zero!"
Mar 30th 2021
EXTRACT: "The Father is an extraordinary film, from Florian Zeller’s 2012 play entitled Le Père and directed by Zeller. I’m here to tell you why it is a ‘must see’." EDITOR'S NOTE: The official trailer is attached to the review.