About the Book: The Art of Being Unreasonable: Lessons In Unconventional Thinking Eli Broads embrace of unreasonable thinking has helped him buildtwo Fortune 500 companies, amass personal billions, and use hiswealth to create a new approach to philanthropy. He has helped tofund scientific research institutes, K-12 education reform, andsome of the worlds greatest contemporary art museums. By contrast,reasonable people come up with all the reasons something new anddifferent cant be done, because, after all, no one else has done itthat way. This book shares the unreasonable principles-fromnegotiating to risk-taking, from investing to hiring-that have madeEli Broad such a success. Contents The Art of Being Unreasonable Why Not? The Powerful Question Forget Conventional Wisdom Do Your Homework No Matter How Much Time It Takes The Value of Being Second How to Work 24/7 and Still Get 8 Hours of Sleep Bright and Young Is a Winning Combination Risk How to Get Results Leverage Marketing Investing Negotiation The Logic of Being Logical I Aint Nothing but a Hound Dog Is That the Best You Can Do? Motivating People by ChallengingThem Competition Its Better to Be Respected Than Loved Giving Back Education: Never Let a Crisis Go to Waste The Unreasonableness of Art and Artists Reflections and Second Thoughts Appendix Eli Broad Career Highlights Index About the Author: Eli Broad Eli Broad is an entrepreneur, philanthropist, and the founder oftwo Fortune 500 companies: KB Home and SunAmerica. He is aninternationally known art collector and museum patron, and hasreceived national media coverage in 60 Minutes, The New York Times,and other venues, for his role in the creation of Los Angelescultural institutions including the Frank Gehry-designed DisneyConcert Hall, The LA Museum of Contemporary Art, the Los AngelesCounty Museum of Art, and the California Institute of Technology.He is also on the Board of the Museum of Modern Art in NewYork.