John D. Rockefeller’s 38 letters to his son, John D. Rockefeller Jr., are a rare and revealing look into how one of history’s most powerful businessmen thought about success, wealth, character, and goals. These letters weren’t lectures; they were thoughtful, often warm, and filled with advice rooted in Rockefeller’s own lived experience.
Here are some of the best success and goal-setting strategies drawn directly from the values, themes, and lessons in those letters:
1. Build Character Before You Build Wealth
One of the strongest messages across the letters is that character comes first. Rockefeller repeatedly emphasizes honesty, integrity, self-control, and humility as the foundation for any real, lasting success.
“I believe it is a religious duty to get all the money you can, fairly and honestly; to keep all you can, and to give away all you can.”
He taught his son that money is a tool, not a purpose. You’re not successful just because you’re rich—you’re successful when you’ve earned your wealth with character and use it to do good.
Strategy: Don’t just focus on what you want to achieve. Focus on the kind of person you want to become in the process. That will shape your decisions, partnerships, and legacy.
2. Start Early and Develop Discipline
In multiple letters, Rockefeller urges his son to start early in developing good habits—especially around work, money, and discipline. He believed that the seeds of future success are planted in youth.
He often reminded Junior to live within his means, keep a budget, and never be careless with finances—even though he was one of the wealthiest young men in the world.
Strategy: Develop the daily habits of success—punctuality, planning, frugality, focus—long before the rewards show up. Discipline beats motivation in the long run.
3. Take the Long View
Rockefeller was a master of long-term thinking. In his letters, he encouraged his son to avoid short-term gratification and to instead keep his eye on lasting impact.
“Do not be afraid to give up the good to go for the great.”
He often advised Junior to be patient, invest wisely, and build something that would outlive him. That mindset—of building slowly, steadily, and with purpose—was central to Rockefeller’s own rise.
Strategy: Set goals that extend beyond this year or this decade. Think legacy. Ask yourself, “What will still matter 20 years from now?”
4. Be Humble and Learn Continuously
Even as the richest man alive, Rockefeller urged his son to remain humble and teachable. He warned against arrogance and overconfidence, especially when success starts to come easily.
“We must learn to be simple, unaffected, and to live wisely.”
He believed everyone—no matter their status—could teach you something. He stressed the importance of learning from both success and failure.
Strategy: Always keep a learner’s mindset. Surround yourself with wise people. Reflect often, and never assume you’ve arrived.
5. Make Giving Part of Your Goal
Rockefeller didn’t view philanthropy as a nice bonus after success—it was part of the goal itself. He taught Junior to give purposefully, not just generously. That meant creating systems and foundations that would make a lasting difference.
“Think of giving not as a duty but as a privilege.”
This legacy-minded generosity shaped Junior’s life. He went on to fund institutions like the Rockefeller Foundation, the University of Chicago, and parts of modern New York City (like Rockefeller Center).
Strategy: Tie your goals to contribution. Whether it’s your time, your skills, or your money—make giving a strategic part of your mission.
6. Choose Your Inner Circle Carefully
Rockefeller repeatedly emphasized the importance of surrounding yourself with honest, loyal, and capable people. He believed that character was more important than credentials when choosing friends, advisors, or business partners.
He often advised Junior to be cautious of flattery, manipulation, or shallow praise, and to judge others by their actions, not their words.
Strategy: Protect your environment. Align yourself with people who share your values and will challenge you to grow.
7. Keep Your Balance
Although Rockefeller was deeply driven, he warned his son about the dangers of overwork, stress, and imbalance. He encouraged Junior to stay healthy, maintain friendships, and make time for rest and reflection.
This was likely hard-earned wisdom—Rockefeller himself suffered from stress-induced health issues earlier in life.
Strategy: Set boundaries and pace yourself. Sustainable success depends on your health, relationships, and inner peace as much as your ambition.
Final Thought
The letters from John D. Rockefeller to his son aren’t just fatherly advice—they’re a personal blueprint for purposeful, principle-driven success. Unlike the cutthroat caricature history sometimes paints of him, these letters show a thoughtful, intentional man who valued patience over speed, integrity over shortcuts, and legacy over fame.
His strategies still hold up today, not because they’re flashy or trendy, but because they’re timeless. And maybe that’s the biggest lesson of all: Real success doesn’t just come from setting goals. It comes from living by values that make those goals worth achieving.