The Top 5 Longreads of the Week

Below, our favorite stories of the week. Kindle users, you can also get them as a Readlist.
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Below, our favorite stories of the week. Kindle users, you can also get them as a Readlist.
Sign up to receive this list free every Friday in your inbox.
* * *
This week’s picks from Emily include stories from Orange Coast Magazine, The New York Times, Business Insider, and Bloomberg Businessweek.

Hackers! Gen Y CEOs! Multibillion dollar success stories! International expansion! Top-secret projects! Cute clothes! Hamburgers! Capitalism is so exciting, and so are these longreads about popular U.S. companies.
31-year-old Lynsi Snyder presides over In-N-Out’s $1.1 billion industry, founded by her grandparents in the 1940s. What’s the company secret? Never change. Seem counterintuitive? Not if you’ve ever had an In-N-Out burger.
A group of six twenty-somethings fly to Sydney, Australia on a secret mission for eBay. Carlson brings the eBay executives and employees to life; I felt like I was watching “The Social Network.”
Merry Christmas, you’ve been hacked! In the midst of the 2013 holiday season, millions of Target customers received an ominous email; Cybercriminals targeted the store’s credit card machines, stole card numbers and PINs and endeavored to sell the information in the creepy corners of the internet.
J. Crew executives hope the brand’s casual-chic niche will find a foothold in London.
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Photo: Kevin Dooley
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–Megan McArdle, in Bloomberg Businessweek, on the regulatory and health questions arising from e-cigarettes. Read more from Bloomberg Businessweek.
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–The Editors of n+1 on Internet rage, American rage, and Constitutional rights. Read more from n+1.
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–Brad Stone and Sarah Frier, in Bloomberg Businessweek, on the challenges for Facebook on its 10th anniversary. Read more about Facebook in the Longreads Archive.
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Atossa Araxia Abrahamian is a writer and an editor.
Taxes aren’t boring—they’re just supremely difficult to write about in a compelling way. These three stories stand out because they illustrate the far-reaching consequences of different countries’ tax policies through a few very influential people:
In his affectionate profile of tax expert Marty Sullivan, Steven Pearlstein breaks down everything that’s wrong about the US tax code in Sullivan’s nonpartisan, almost technocratic view—and goes on to explain why politics make it so hard to alter, let alone fix, the system. Not exactly action-movie material, but it’s handled so deftly that I couldn’t put it down.
In Vanity Fair, longtime tax writer Nicholas Shaxson shows how the City of London became a hub for tax-free global capital through the story of One Hyde Park, the world’s most expensive residential building, its fabulously wealthy and faceless owners, and the offshore accounts they used to buy and register the properties anonymously.
Finally, Bloomberg’s Jesse Drucker profiles Feargal O’Rourke, the man who helped transform Ireland into a “hub for tax avoidance” for multinationals like Apple and Facebook. Drucker withholds judgment (this is Bloomberg, headline and all) but O’Rourke’s mercenary wiles shine through a few well-chosen anecdotes. Choice quote, on Breaking Bad: “I don’t know what it says that we can be rooting for a guy on the dark side of the law.”
My favorite business stories are the ones that reveal how much time, energy and thought goes into seemingly mundane consumer goods. This Businessweek article about the ‘bakery bag closure and reclosure market’ is a great example of that. Did you know bag closures generate about $10 million in sales per year? That studies have failed to resolve whether consumers prefer clips or twist-ties? And that there are people whose job it is to sell commercial bakeries on the virtues of these objects? All of this makes perfect sense, of course (hi, capitalism!) but it takes a story like this one to get you thinking.
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–Paul Ford, in Bloomberg Businessweek, on the metadata of a tweet and what makes Twitter work. Read more from Ford.
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–Meet the company that’s taking over the funeral industry. Then read more Longreads picks from Bloomberg Businessweek.
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Matthew is a business reporter at BuzzFeed.
My longread of the week is ‘At Sears, Eddie Lampert’s Warring Divisions Model Adds to the Troubles,’ by Mina Kimes in Bloomberg Businessweek. This is not a profile of Eddie Lampert, the hedge fund manager who masterminded Kmart’s acquisition of Sears and is now running the struggling retailer. The piece, based on interviews with former Sears executives and employees, is instead an examination of what happened to Sears after Lampert took over and implemented a strategy based on his Ayn Rand inflected worldview. Lampert’s big idea is that the 30-plus different segments of Sears operate more or less independently and compete for resources and attention. Kimes is never able to actually speak with Lampert in person or see him operate, and so she paints a portrait not of the man — which is where so much business magazine journalism starts and ends — but of something far more important: the results.
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