Barons and Bros

Lessons from the lives of the men who built the future, then and now.

Have you ever wondered if great entrepreneurs like Andrew Carnegie and Elon Musk share traits or experiences that enabled their success? And if they do, what can you learn from their stories?

In Barons and Bros, Dr. Greg Autry, a leading researcher and educator in the field of technology entrepreneurship, pairs influential 19th-century industrialists with 21st-century tech entrepreneurs. The study of this intersection—inspired by the Roman biographer Plutarch—reveals the traits, strategies, and leadership styles that continue to shape our world.

Each section profiles a historical figure alongside a modern counterpart, offering both historical context and educational reflection. Rather than reaching the top through privilege, access, or advanced degrees, many of these influential figures developed grit from experiencing real adversity. In addition to Musk and Carnegie, Dr. Autry contrasts:

• Sir Richard Branson with Cornelius Vanderbilt, America’s first transportation industrialist.
• Palmer Luckey of Oculus and Anduril with Hiram Maxim, a father of lightning, aviation, and weaponry.
• Jeff Bezos with Montgomery Ward, who built the first home delivery retail empire.

Whether you’re a student of leadership, an entrepreneur searching for models, or a reader fascinated by how fortunes are made, Barons and Bros pairs past and present to illustrate the power of vision and tenacity across history—and what that means for the future ahead.