Crash landing The inside story of how the world's biggest companies survived an economy on the brink

Liz Hoffman

Book - 2023

"A kaleidoscopic account of the financial carnage of the pandemic, revealing the fear, grit, and gambles that drove the economy's winners and losers-from a leading Wall Street Journal reporter. The world's most powerful CEOs never saw it coming. In 2018, after a decade-long bull market, the CEO of American Airlines declared, "I don't think we're ever going to lose money again." The U.S. entered March 2020 riding an eleven-year economic high, with unemployment at record lows, the Dow Jones flirting with 30,000, and the good times certain to continue. By the end of the month, ten million people were out of work, iconic firms were begging for bailouts, and countless small businesses were in freefall. Slick co...nsulting teams and country-club connections were suddenly of little use: CEOs were fumbling in the dark, tossing out long-term strategy and making decisions on the fly that, they hoped, might just save them. In Crash Landing, Liz Hoffman shows how the pandemic set the economy on fire-but if you look closely, the tinder was already there. After 2008, corporate leaders had embraced cheap debt and growth at all costs. Wages went stagnant. Millions were pushed into the gig economy. Companies crammed workers into offices, and airlines did the same with planes. Wall Street cheered on this relentless march toward efficiency, overlooking its collateral damage. Based on access to an astonishing array of business titans, Crash Landing is Liz Hoffman's account of the most remarkable year in modern economic history. She takes readers into the beating heart of the twenty-first-century economy, revealing how the pandemic exposed its pressure points. Bankruptcies decimate retail. Banking and pharma rivals team up. Bleeding cash, airlines like Delta weigh safety against survival. An untested White House fumbles for the 2008 playbook. There's Goldman Sachs's David Solomon blindsided by a virus in the middle of a high-stakes reinvention; American Airlines's Doug Parker, shuttling between K Street and the White House, determined to secure a multi-billion-dollar bailout; and Ford's Jim Hackett, gambling on the switch from cars to ventilators. In Crash Landing, Hoffman probes the pandemic's implications for the future of work, corporate leadership, and capitalism itself, asking: Will this remarkable time give rise to newfound resilience, or become just another costly mistake to be forgotten?"--

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Subjects
Published
New York : Crown [2023]
Language
English
Main Author
Liz Hoffman (author)
Edition
First edition
Physical Description
xxi, 275 pages, 8 unnumbered pages of plates : color illustrations ; 25 cm
Bibliography
Includes bibliographical references (pages 255-262) and index.
ISBN
9780593239018
9780593443538
  • Author's Note
  • Prologue
  • Chapter 1. Borrowed Time
  • Chapter 2. Champagne Decade
  • Chapter 3. The Big One
  • Chapter 4. Bubbles
  • Chapter 5. Do You Guys Need Help?
  • Chapter 6. The Great Unwind
  • Chapter 7. Dash for Cash
  • Chapter 8. The Day the World Shut Down
  • Chapter 9. Stress Test
  • Chapter 10. Grounded
  • Chapter 11. The Cavalry
  • Chapter 12. It Might Be Enough
  • Chapter 13. Fucking Interesting
  • Chapter 14. Hell Is Coming
  • Chapter 15. Bailed Out
  • Chapter 16. Moonshots
  • Chapter 17. Fallen Angels
  • Chapter 18. Beg, Borrow, Steal
  • Chapter 19. Space of One
  • Chapter 20. Go Fly Planes
  • Chapter 21. The YOLO Economy
  • Chapter 22. Gambles
  • Chapter 23. Supply and Demand
  • Chapter 24. The Great Resignation
  • Conclusion
  • Acknowledgements
  • Notes
  • Index
Review by Publisher's Weekly Review

Lockdowns force giant corporations to their knees in this animated recap of the Covid-19 collapse. Journalist Hoffman draws on interviews with CEOs and Wall Street investors to recreate the pandemic's impact on companies like Hilton Hotels and Airbnb, whose occupancies cratered; American Airlines, which lost most of its bookings to travel bans and fear of contagion; Ford Motor Company, which had to close its auto factories; and investment bank Goldman Sachs, which confronted chaotic markets where, briefly, demand for U.S. Treasury bonds--"normally the most easily tradable financial asset in the world"--dried up. It's a narrative of panic, scrambles for loans from suddenly hostile banks, supplications for government bailouts (the airlines' epic negotiation with treasury secretary Steve Mnuchin, congressmen, and union adversaries to secure a $50 billion lifeline is a centerpiece), and adroit improvisation. Later chapters find executives flummoxed by the "Great Resignation," which saw "more than twenty-seven million Americans quit their jobs between September of 2020 and the end of 2021." The author embroiders her lucid rundown of financial and managerial travails with piquant anecdotes. Savvy analysis and colorful reportage make this an engrossing boardroom view of an economic cataclysm. Agent: David McCormick, McCormick Literary. (Mar.)

(c) Copyright PWxyz, LLC. All rights reserved
Review by Library Journal Review

The pandemic completely upended the economy, but Hoffman, a senior reporter for the Wall Street Journal, argues that with Wall Street focused on efficiency, cheap debt, and growth at all costs, trouble was waiting to happen. While laying bare the economy's weak points in the 2010s, Hoffman also uses exceptional access to top business leaders to show how they scrambled to change the rules simply to survive.

(c) Copyright Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.
Review by Kirkus Book Review

How the pandemic affected big business. Former Wall Street Journal senior reporter Hoffman began to investigate the economic response to Covid-19 at the onset of the pandemic. Building on that initial reporting, she has interviewed more than 100 executives in key industries to find out how they handled the crisis and "the grief, social unrest, and general anxiety it fomented." The author's purview includes a wide swath of major companies in various sectors, including travel, hospitality, finance, and manufacturing. Delta, Ford, Hilton, Airbnb, and Goldman Sachs are among those whose leaders faced confusion and mounting stress as they became increasingly aware of the intensity and duration of the pandemic. "Executives who were used to three-year plans were making decisions on the fly," writes Hoffman, "only to have to amend them days later, time and again." American Airlines executives, for example, at first thought they didn't need a government bailout, but as travel abated and cases mounted, they quickly found themselves begging for one. Many executives were frustrated by their negotiations with the federal government "about what it would take to forestall economic carnage." Secretary of the Treasury Steven Mnuchin favored loans; some executives lobbied for grants. Union demands further complicated those conversations. Moreover, as executives weighed decisions affecting their employees' well-being, they found themselves facing ever changing, and often contradictory, public health guidance. Hoffman details the legislative process that led to the $2 trillion CARES Act and the Paycheck Protection Program, which began mired in partisan conflict, with Democrats favoring protections for workers and municipal governments and Republicans siding with big business. As Hoffman sees it, the economic impact of the pandemic could have been much worse. As for top executives, "they became more communicative and transparent, found their voices on policy issues, and reestablished connections with their workers that they had lost" during the previous decade. A well-informed perspective on a devastating crisis. Copyright (c) Kirkus Reviews, used with permission.

Copyright (c) Kirkus Reviews, used with permission.

CHAPTER 1 BORROWED TIME Steven Mnuchin was sick of talking about global warming. Half an hour into a private dinner at the World Economic Forum in Davos, Switzerland, the conversation had been of little else. Executives from the biggest companies in the world had gathered in the ritzy ski town's famed Grand Hotel Belvédère. A shrine to a nineteenth-century European version of wellness, nestled into the side of Davos's steep hill, in recent times the hotel served as the power center of the annual summit. For one week a year in late January, snipers patrolled its rooftops as the world's corporate elite gathered. It was a long and annoying trip, even by private jet, but the chance to rub elbows with their peers and senior government officials--and to be seen as masters of the universe, thought leaders for the century to come--was irresistible. Among the attendees at that evening's dinner were Uber CEO Dara Khosrowshahi, Facebook's Sheryl Sandberg, Chevron's Mike Wirth, IBM's Ginni Rometty, Volkswagen chairman Herbert Diess, and Wall Street dealmaker Ken Moelis, along with Mnuchin and his colleague in Trump's cabinet, Wilbur Ross, the octogenarian commerce secretary. This kind of dinner was exactly what these corporate executives had come to the Alps for. Squeezed around a long table covered in white linen and dotted with fresh-cut flowers and elegant candle tapers, the group had somberly--if not soberly--discussed the need for more radical action on climate change. It was the kind of tin-eared talk that was as much a part of Davos as alpaca-lined parkas and galosh-covered Armani loafers. The organization behind it all, the World Economic Forum, had been founded in 1971 by a Swiss university professor as a humble academic venue for resolving international conflicts and promoting shared prosperity. But in recent years it had become a capitalist cheerfest, where the highest-tier tickets cost more than $500,000 and even a spartan hotel room fetched more than $600 a night. Corporate executives, hedge fund titans, and government officials disembarked from helicopters and black cars to spend five days doling out management advice to the developing world and patting themselves on the back for it. In 2020, more than a hundred billionaires were in attendance, and even for Mnuchin--a wealthy man himself, a former Goldman Sachs executive turned Hollywood producer who had been one of Trump's first cabinet picks--the hypocrisy was a bit thick. He also thought their attention was misplaced. "Global warming is an issue, but it's not the only issue," he told the room, as tuxedo-clad waiters circled to refill wine glasses. Iran's nuclear program was growing more sophisticated by the day and should be higher than it was on everyone's worry list, he said. "Also, you know, there's a city of eleven million people in China that's on lockdown." It was January 25, 2020, more than three weeks since the virus had been reported by Chinese authorities. It had already sickened some five hundred people in the country and killed seventeen, by the country's official tally. But how bad was it? Reports of the virus struck many of the evening's attendees as the kind of thing that cropped up from time to time in the developing world--and China in particular. Decades after the communist revolutionary leader Mao Zedong had penned a poem bidding "farewell to the god of plagues," promising to eradicate a deadly parasitic fever, spread by the use of human waste as fertilizer, and bring China into the modern age, the country remained fertile ground for pathogens. Rapidly expanding cities butted up against stubborn old-world customs, creating the ideal conditions for what epidemiologists call "spillover," in which diseases that might otherwise have circulated harmlessly through animal populations jump to humans, with unpredictable consequences. By 2004, a respiratory disease, SARS, had killed hundreds in China. It was later genetically traced to a colony of cave-dwelling bats, from which, experts theorized, it had jumped to civets, a small catlike mammal commonly sold for slaughter as a delicacy in village markets. Before that, in 1997, it was a virulent strain of flu that traveled from poultry to humans, stamped out only by the slaughter of millions of chickens. Another flu variant had originated in Hong Kong in 1968 and was ultimately blamed for as many as a million deaths globally. Now, in late January 2020, a new virus had appeared. It didn't yet have a name, much less a forensic footprint or a treatment protocol. But to those global observers who knew what to look out for, it had all the markings of a killer. While much remained unknown as Mnuchin admonished his fellow elites for their misplaced attention, it was clear the virus could spread between people. Early studies suggested it could live on surfaces, possibly for days. Chinese authorities had moved to seal off Wuhan ahead of the Lunar New Year, a major travel holiday that would send millions of people out from cities that were breeding grounds for a highly contagious disease back to their homes in suburbs and rural villages. Officials canceled planes and trains out of the city, and suspended subway and ferry service within it. They were too late. Cases had already spread to neighboring countries, including Taiwan and Japan. And a few days before the conference in Davos, the virus had been confirmed in the United States, in a thirty-five-year-old Washington State man who had recently returned from China. An official at the U.S. Department of Health and Human Services warned that "the virus may already be here. We just don't have a test to know." But none of that had pricked the bubble of optimism at Davos. When the virus was raised at all, it was largely dismissed, notably by U.S. president Donald Trump, who, unlike his predecessors Barack Obama and George W. Bush, had opted to attend the elite conclave. He had boasted in recent months about "the greatest economy ever," which he believed would carry him to reelection for a second term in the fall. "We have it totally under control," Trump told an interviewer in Davos--the first of what would prove to be a string of overly optimistic and often deliberately misleading comments from the president about a deadly virus. Trump, for all his political blinders, wasn't alone in shrugging off reports from halfway around the world. Nobody at Davos seemed particularly worried about the virus, not the hundreds of corporate executives in attendance nor the reporters who chased them down icy sidewalks and into exclusive parties in hopes of gleaning a morsel or two. "All the right things are happening," the CEO of pharmaceutical giant Novartis told an anchor at CNBC, the financial-news channel. Attendees crammed into coat-check lines and swiped tooth-picked olives and cubed Gruyère off communal trays. They packed a chalet piano bar to hear pop star Jason Derulo perform and stayed for the aftershow, a turntable set by David Solomon, the Goldman Sachs CEO, who, in addition to running the country's sixth-biggest bank, was a house-music deejay hobbyist. Even as Mnuchin voiced his misgivings at dinner, he wasn't exactly ringing the alarm bell publicly. In an interview that morning with CNBC, he hadn't been asked about the coronavirus and hadn't brought it up. He'd spent most of the interview talking up the Trump administration's plans for further tax cuts. Jamie Dimon, the CEO of America's biggest bank, skated past the topic, too. JPMorgan had just reported its most profitable year on record, and he summed up the mood in Switzerland with a rousing endorsement of the economic system that had made Davos's attendees rich: "Capitalism is the greatest thing that ever happened to mankind." Excerpted from Crash Landing: The Inside Story of How the World's Biggest Companies Survived an Economy on the Brink by Liz Hoffman All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.