On page one of Chapter One in his new book, Eli Broad reminds readers he build two Fortune 500 companies in two different industries from the ground up. He says the $6 billion he earned in business has allowed him to finance education reform, two world-class art collections and cutting-edge biomedical research. In the introduction, his friend and fellow billionaire Michael Bloomberg says Broad has helped shape Los Angeles into a cultural and architectural capital. They both agree that the book's title describes how he's done it. It's called Eli Broad: the Art of Being Unreasonable.