Thomas Jefferson – Strategic Marketer

This is a portion of the instructions to Meriwether Lewis and William Clark by President Thomas Jefferson describing what they were to accomplish on their journey. Jefferson understood the economic potential of what would be discovered on the journey and was positioning the United States to take advantage of that potential.
Lewis & Clark
“The commerce which may be carried on with the people inhabiting the line you will pursue, renders a knowledge of those people important. You will therefore endeavor to make yourself acquainted, as far as a diligent pursuit of your journey shall admit, with the names of the nations & their numbers; the extent & limits of their possessions; their relations with other tribes of nations; their language, traditions, monuments; their ordinary occupations in agriculture, fishing, hunting, war, arts, & the implements for these; their food, clothing, & domestic accommodations; the diseases prevalent among them, & the remedies they use; moral & physical circumstances which distinguish them from the tribes we know; peculiarities in their laws, customs & dispositions; and articles of commerce they may need or furnish, & to what extent.

And, considering the interest which every nation has in extending & strengthening the authority of reason & justice among the people around them, it will be useful to acquire what knowledge you can of the state of morality, religion, & information among them; as it may better enable those who endeavor to civilize & instruct them, to adapt their measure to the existing notions & practices of those on whom they are to operate.

Other objects worthy of notice will be the soil & face of the country, it’s growth & vegetable productions, especially those not of the U.S. the animals of the country generally, & especially those not known in the U.S. the remains or accounts of any which may be deemed rare or extinct; the mineral productions of every kind; but more particularly metals, limestone, pit coal, & saltpeter; salines & mineral waters, noting the temperature of the last, & such circumstances as may indicate their character;volcanic appearances; climate, as characterized by the thermometer, by the proportion of rainy, cloudy, & clear days, by lightening, hail, snow, ice, by the access & recess of frost, by the winds prevailing at different seasons, the dates at which particular plants put forth or lose their flower, or leaf, times of appearance of particular birds, reptiles or insects.”

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Written by Bert Berson

Bert is the founder of Berson & Associates. He takes his 30 years of business expertise and his strong background in high technology and people to develop management and business strategies for an extensive list of nonprofits, startups, and fortune 500 companies.

1 Comment

  1. Malcolm Lee says:

    more of a list really, not sure about this one…

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