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The Godfather - Mario Puzo [114]

By Root 714 0
Italian oil in America, his organization mushroomed. Like any good salesman he came to understand the benefits of undercutting his rivals in price, barring them from distribution outlets by persuading store owners to stock less of their brands. Like any good businessman he aimed at holding a monopoly by forcing his rivals to abandon the field or by merging with his own company. However, since he had started off relatively helpless, economically, since he did not believe in advertising, relying on word of mouth and since if truth be told, his olive oil was no better than his competitors’, he could not use the common strangleholds of legitimate businessmen. He had to rely on the force of his own personality and his reputation as a “man of respect.”

Even as a young man, Vito Corleone became known as a “man of reasonableness.” He never uttered a threat. He always used logic that proved to be irresistible. He always made certain that the other fellow got his share of profit. Nobody lost. He did this, of course, by obvious means. Like many businessmen of genius he learned that free competition was wasteful, monopoly efficient. And so he simply set about achieving that efficient monopoly. There were some oil wholesalers in Brooklyn, men of fiery temper, headstrong, not amenable to reason, who refused to see, to recognize, the vision of Vito Corleone, even after he had explained everything to them with the utmost patience and detail. With these men Vito Corleone threw up his hands in despair and sent Tessio to Brooklyn to set up a headquarters and solve the problem. Warehouses were burned, truckloads of olive-green oil were dumped to form lakes in the cobbled waterfront streets. One rash man, an arrogant Milanese with more faith in the police than a saint has in Christ, actually went to the authorities with a complaint against his fellow Italians, breaking the ten-century-old law of omerta. But before the matter could progress any further the wholesaler disappeared, never to be seen again, leaving behind, deserted, his devoted wife and three children, who, God be thanked, were fully grown and capable of taking over his business and coming to terms with the Genco Pura Olive Oil Company.

But great men are not born great, they grow great, and so it was with Vito Corleone. When Prohibition came to pass and alcohol forbidden to be sold, Vito Corleone made the final step from a quite ordinary, somewhat ruthless businessman to a great Don in the world of criminal enterprise. It did not happen in a day, it did not happen in a year, but by the end of the Prohibition period and the start of the Great Depression, Vito Corleone had become the Godfather, the Don, Don Corleone.

It started casually enough. By this time the Genco Pura Olive Oil Company had a fleet of six delivery trucks. Through Clemenza, Vito Corleone was approached by a group of Italian bootleggers who smuggled alcohol and whiskey in from Canada. They needed trucks and deliverymen to distribute their produce over New York City. They needed deliverymen who were reliable, discreet and of a certain determination and force. They were willing to pay Vito Corleone for his trucks and for his men. The fee was so enormous that Vito Corleone cut back drastically on his oil business to use the trucks almost exclusively for the service of the bootlegger-smugglers. This despite the fact that these gentlemen had accompanied their offer with a silky threat. But even then Vito Corleone was so mature a man that he did not take insult at a threat or become angry and refuse a profitable offer because of it. He evaluated the threat, found it lacking in conviction, and lowered his opinion of his new partners because they had been so stupid to use threats where none were needed. This was useful information to be pondered at its proper time.

Again he prospered. But, more important, he acquired knowledge and contacts and experience. And he piled up good deeds as a banker piles up securities. For in the following years it became clear that Vito Corleone was not only a man of talent but, in his way,

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