Gardner, David and Tom

▪ 1997

       U.S. entrepreneurs David and Tom Gardner, co-founders of the Motley Fool: The Online Investment Forum for the Individual Investor, emerged in 1996 as investment gurus of the '90s. Utilizing the power tool of the age, the Internet, the brothers Gardner built an empire on "Fool" foundations: the power of electronic communication combined with a straightforward investment formula aimed at the individual.

      The creators of the Motley Fool were both successful students—in English. Older brother David was born in Washington, D.C., on May 16, 1966, and graduated from the University of North Carolina at Chapel Hill in 1988. Tom, who was born in Philadelphia on April 16, 1968, attended Brown University, Providence, R.I. (B.A., 1990), and did graduate work in linguistics and geography at the University of Montana. Although they had long been interested in money management (they began investing at age 18), they resisted the lure of Wall Street and instead became its competitors.

      In 1993 David began an investment newsletter, which was largely unsuccessful until the following year, when Tom promoted it on America Online (AOL). Realizing that the Internet was a perfect forum for their product, they launched the Motley Fool site on AOL in August 1994 (they later added a World Wide Web site). They wrote essays, provided market insights, recommended how much, when, and where subscribers should invest, and suggested the kind of return they could expect on their money. David's shed—located behind the house he shared with his wife and daughter in Alexandria, Va.—became information central, or "Fool Global Headquarters."

      The Gardners' personal portfolio was proof of their genius (or foolhardiness), as they consistently outperformed Standard & Poor's Market Index. In the first year they finished 40 points ahead of the market. Business quickly outgrew the shed, and they moved into office space in Alexandria and hired a staff.

      The Gardners emphasized that their product was revolutionary because it created a shift in power from big-money investors and brokers to "the little guy" who had never before had convenient and affordable access to investment information. They also believed it was successful because of its simplicity. David said, "If the forward-growth rate of a company is 30% annually and the price/earnings ratio is 15, the Fool Ratio is 0.5. We like to buy stocks at that ratio."

      The Gardners, also best-selling authors of The Motley Fool Investment Guide: How the Fool Beats Wall Street's Wise Men and How You Can Too (1996), named their service Motley Fool so that if they "totally screwed up (they) could fall back on the fact that (they're) just Fools." By late 1996 they headed the most frequently consulted financial service on AOL, and the Motley Fool, Inc., had projected annual revenues of more than $3 million. The Gardners also wrote a monthly column for the magazine SmartMoney and aspired to expanding their services to television and radio.

      (KATHERINE I. GORDON)

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