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Purpose and benefits

‘You push the button, we do the rest.’ The well-known advertising phrase was coined by George Eastman (1854–1932), the US industrialist who brought photography to the masses. Before Eastman’s intervention, photography was the province of a small number of specialists who could both understand and physically manoeuvre the cumbersome technical machinery necessary to take a small picture. Eastman reduced photography to a simple process, making it accessible to all. In addition to his role as an innovator, he brought enlightened management practices to his company, the Eastman Kodak Company—practices that were far ahead of their time. During his tenure the Eastman photographic empire grew from one assistant to over 13,000 employees and from a small room to the 55-acre, 95-building Kodak Park Works in Rochester, New York State.