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The sensible consultant to making an investment in rising markets
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Extra info for Harvard Business Review (November 2005)
He was twenty-four. Nikolay was mesmerized by the girl’s melodious voice and delicate features, never mind that she was the daughter of a serf blacksmith. Sheremetev wanted to transform this child into a world-class actress and operatic diva. First, as he did with all his favorite serf actresses, Sheremetev changed Praskovya’s surname. He always preferred to call his starlets by names derived from precious stones. So Kovalyova became Zhemchugova, a name derived from zhemchug, meaning pearl. Nikolay saw to it that his jewel was educated by the best teachers money could buy.
It was ideal for drawing in the greatest number of walk-in customers and for building name recognition from passersby. He also never hesitated to expand his business, more fearful of complacency than of risk taking; he elbowed out competitors vying for coveted rental spaces and business licenses. Grigoriy was also an innovator. He was the ﬁrst proprietor in town to seek permission to open up at seven o’clock in the morning. 18 They could not warm themselves with a cup of tea because only taverns could provide tea for “gray people,” slang for commoners.
It did not. Abandoned by his upper-crust friends, with few attending his wife’s funeral or expressing condolences, Nikolay died lonely and bitter in 1809. He summed up his anguish, writing “I thought I had friends who loved me, respected me, and shared my pleasures. ” 4 The match between Pyotr and Nadezhda, was not nearly as controversial as some more famous love stories, but it was, nonetheless, unconventional. They were from distinctly different classes—and she was the older of the two. It is possible that they married simply because it was what their families ordered them to do.