This business history / memoir is not something I’d ordinarily read, given that when my reading brushes business it’s usually in connection with something like food, energy, or IT. Howeverrrrrrr, since Trump went out of office and now he’s going back in, I couldn’t resist. Well, I could have, but that’d be less fun and missing a once-in-a-lifetime joke-post opportunity. The Art of the Comeback is essentially a memoir about Trump’s business dealings in the late 1980s and early-mid 1990s — mostly involving real estate, but also touching on other enterprises like his airline shuttle as well as as random things like his chapter on prenups. I would classify this as more of a memoir than a business book, frankly, because Trump doesn’t introduce principles and then illustrate them with scenes from his past: rather, he’s writing about his deals, his brawls with New York red tape, his relationships, etc and occasionally throwing out an observation. Some of these are universally applicable, and some….not. (“Get your zoning in a bad economic climate, and begin building in a good one.”) The book is replete with photos of architecture, which he appears to take very seriously, himself with celebrities, and — interestingly — cartoons mocking him taken from newspapers of the period. I’m sure it will astound and appall readers, but the memoir is frequently self-congratulating, as are some of the photos. (Possibly my favorite caption: “Oh, that’s Kissinger and me walking off the plane after a serious discussion of geopolitical security. He hung on my every word.”)
I can’t say this has much, if anything for readers looking for business insights, except perhaps for some inspiration that comebacks are possible. Anyone reading this now is presumably reading it for the personality of the author — and while he has a ghostwriter, this book sounds like Donald Trump, “believe me”. While much of the content didn’t interest me, I was surprised by his actual passion for architecture: I tend to associate him with the Atlantic City properties, which I regard as garish, but he sounded positively scandalized that 40 Wall Street’s then-owners wanted to gut it to make an atrium of the bottom levels. (It’s now his.) I enjoyed this, but not for the intended reasons: seeing Trump chumming it up with the Clintons and making comments that he wouldn’t do well in politics because he’s too controversial and blunt are hilarious 25 years on.
“The problem is, I think I’m too honest, and perhaps too controversial, to be a politician. I always say it like it is, and I’m not sure that a politician can do that, although I might just be able to get away with it because people tend to like me. Honesty causes controversy, and therefore, despite all the polls that say I should run, I would probably not be a very successful politician.”
2:00 P.M. People from B’nai B’rith come in. I have agreed to give a speech to their organization that night at a major hotel. They tell me the place is going to be packed, and they want to go over what I’ll be saying. I tell them I really couldn’t tell them what I’ll be saying because I haven’t given the speech any thought yet, but that I will start thinking about it —approximately five minutes before I speak!













