Elbert Hubbard: The Maverick Publisher and Philosopher of Success
Elbert Hubbard (1856–1915) was an American writer, philosopher, and entrepreneur best known for founding Roycroft, a publishing house, artist colony, and handcrafted goods movement in the late 19th and early 20th centuries. A true iconoclast, he blended business acumen, literary talent, and the ideals of the Arts and Crafts movement to create a publishing empire that left a lasting cultural impact.
His Beginnings: From Soap Salesman to Literary Icon
Elbert Hubbard’s early life was far from literary. Born in Bloomington, Illinois, he started as a salesman for the Larkin Soap Company, where he became a marketing genius, pioneering direct-mail advertising and installment-based purchases. However, despite his success, he yearned for something more than selling soap—he wanted to make a mark on the world through writing and philosophy.
In 1893, at the height of his business career, he left Larkin, traveled to Europe, and was deeply inspired by William Morris’s Kelmscott Press in England—a movement dedicated to reviving handcrafted bookmaking and the arts. Determined to bring that craftsmanship and philosophy to America, Hubbard returned home and founded Roycroft in East Aurora, New York, in 1895.
His Motivation: A Fusion of Art, Commerce, and Idealism
Hubbard was driven by an unshakable belief in self-reliance, craftsmanship, and the pursuit of excellence. He was not just a publisher but a philosopher of industry and individualism, blending business with art in a way that was revolutionary for his time.
His motivation stemmed from:
- The Arts and Crafts Movement – Rejecting mass production in favor of handmade, beautifully crafted books and goods.
- The Power of the Written Word – He believed literature could inspire, educate, and transform people’s lives.
- Self-Made Success – A disciple of hard work, personal initiative, and entrepreneurship, he wanted to prove that success was within anyone’s grasp.
His philosophy was best summed up in his famous essay, A Message to Garcia (1899), which emphasized initiative and responsibility—a theme that resonated deeply with American business leaders and military officials. The essay became one of the most widely reprinted pieces of literature in history and turned Hubbard into a household name.
The Birth of Roycroft Press & Community
Founded in 1895, Roycroft was far more than a publishing house. It was an artistic and business utopia, merging book publishing, fine printing, furniture making, and handcrafted goods under one roof. Hubbard’s business model was both innovative and wildly successful.
What Made Roycroft Unique?
- High-Quality, Handcrafted Books – Inspired by William Morris’s Kelmscott Press, Hubbard rejected cheap, mass-produced books. Instead, he produced beautifully designed, leather-bound, hand-printed volumes, each treated as a work of art.
- A Lifestyle Brand Before Its Time – Hubbard didn’t just sell books—he sold an ideal. Roycroft became synonymous with quality, creativity, and craftsmanship, attracting writers, artists, and thinkers.
- A Self-Sustaining Artist Colony – Roycroft was not just a business; it was a community. It housed over 500 artisans, writers, and craftspeople, functioning like an early 20th-century startup incubator for creative minds.
- Brilliant Marketing & Salesmanship – Hubbard was an incredible promoter. He used direct mail, catalogs, and magazine advertising to create demand for Roycroft’s products. His books were marketed as collectors’ items, making them more desirable.
- Self-Publishing Pioneer – Unlike traditional publishers, Hubbard controlled every aspect of his work—from writing and production to sales and distribution. This vertical integration allowed him to keep profits high and ensure quality.
- Inspirational & Business-Focused Content – While many publishers focused on fiction or high literature, Hubbard targeted business leaders, self-improvement seekers, and entrepreneurs—creating a niche that had high demand and loyal customers.
- Diverse Offerings – Roycroft wasn’t just about books. Hubbard expanded into furniture, leather goods, and even an inn, turning his brand into a cultural movement rather than just a publishing house.
Why Was He So Successful?
- Innovative Business Mindset – Hubbard saw publishing as more than printing books. He created an entire ecosystem where his ideals, marketing, and craftsmanship fed into each other.
- Entrepreneurial Spirit – He used direct-to-consumer marketing, subscription-based sales, and event-driven promotions, tactics ahead of their time.
- A Relentless Self-Promoter – He understood branding before branding was a thing. Hubbard was the face of Roycroft, and he turned himself into a literary celebrity.
- Appeal to the Business Class – His essays and books were read by business leaders, self-made entrepreneurs, and ambitious workers who wanted to emulate his philosophy of initiative and excellence.
- Cultivating Community & Exclusivity – Owning a Roycroft book or piece of furniture meant being part of something greater. It wasn’t just a product; it was a statement.
His Heart: A Mix of Genius, Ego, and Idealism
Elbert Hubbard was equal parts philosopher, artist, and showman. His heart lay in self-expression, craftsmanship, and the pursuit of excellence, but he also had a larger-than-life ego.
- Idealistic Yet Pragmatic – He was a dreamer who believed in the power of the individual but knew how to sell that vision effectively.
- A Showman & A Reformer – He had a flair for the dramatic, but he also deeply cared about art, business ethics, and personal growth.
- A Community Builder – He created opportunities for artists and writers, proving that a business could also be a movement.
- A Controversial Figure – His outspoken nature and anti-institutional beliefs made him both admired and criticized.
His Tragic End & Lasting Legacy
Hubbard’s life was cut short in 1915 when he and his wife, Alice, perished aboard the Lusitania, which was sunk by a German U-boat. However, his legacy lived on—both in the enduring influence of his writing and the Roycroft movement.
- His essays, particularly A Message to Garcia, are still widely read in business and leadership circles.
- The Roycroft Campus in East Aurora, NY, remains a historic site dedicated to art, craftsmanship, and entrepreneurship.
- His approach to publishing, branding, and marketing laid the groundwork for modern independent publishing and personal branding.
Final Thoughts: A Maverick of Publishing & Business Philosophy
Elbert Hubbard was more than a publisher—he was a visionary who fused art, business, and self-improvement into a single movement. His blend of brilliant marketing, timeless wisdom, and entrepreneurial daring made him one of the most successful independent publishers of his era.
His story proves that success is not just about creating great products—it’s about creating a philosophy that people want to follow.