(FORTUNE Magazine) – 14 AN AMERICAN VISION FOR THE 1990s When FORTUNE began in 1930, America had a vision -- in fact, it has had many visions over the years. Most have been realized, some beyond our wildest dreams. So what are America's aspirations now? In this article we set forth new goals and offer our best estimate of what to expect by the year 2000 -- in politics, in the economy, in science, and in society at large.

FORTUNE POLL 19 THE U.S. MOOD: EVER OPTIMISTIC Emerging from the Great Depression, Americans believed that the best was yet to come. They were right -- and they believe it still. by Louis Kraar

IDEAS FOR THE 1990s 30 TODAY'S LEADERS LOOK TO TOMORROW Toss out your old assumptions. Rarely has a decade started with so many fresh prospects. Global revolutions are under way in managing, in politics, in technology, in communications. We are entering an era of boundless mobility and competition for business, for ideas, for people. Listed below are some of the world's most stimulating leaders and thinkers. See what they expect in their fields, delineated at right.

John F. Welch Jr., Lee Iacocca, Ross Perot, Reuben Mark, Thomas J. Watson Jr., Steve Jobs, Max DePree, Maryann Keller, Donald Ephlin, Yutaka Kume, Nobuhiko Kawamoto, John Bookout, William T. McCormick Jr., Charles Lazarus, Leslie H. Wexner, Jean-Marie Descarpentries, Gareth Chang, Leonard Greenhalgh, Edward E. Lawler III, Steven C. Wheelwright, Linda Johnson Rice, J. Bruce Llewellyn, James R. Houghton, Stephen A. Garrison, Percy Barnevik, Alfred Rappaport, Michael C. Jensen, Anthony J.F. O'Reilly, Walter Wriston, Daniel Hillis, Kazuhiko Nishi, Hiroyuki Mizuno, Alan Kay, Carver Mead, Bill Gates, John L. Clendenin, Arno Penzias, Stan Shih, Gordon Bell, T. J. Rodgers, Abraham Pais, George Heilmeier, Paul C.W. Chu, Robert Jastrow, Carl Sagan, Dixy Lee Ray, + Marshall Hahn, Edward O. Wilson, Talbot Page, Frank Popoff, Arnold Relman, Leroy Hood, Robert Gallo, Solomon Snyder, Jerome Kohlberg Jr., Lewis Ranieri, Paul E. Tierney Jr., John M. Hennessy, Benjamin F. Edwards III, Merton H. Miller, Robert C. Winters, L. William Seidman, Charles S. Sanford Jr., Kuniji Miyazaki, Glen Renfrew, Sir John Templeton, Allan Meltzer, Michael J. Boskin, Manuel H. Johnson, Frank Levy, Alfred D. Chandler Jr., Barry P. Bosworth, Lester C. Thurow, Lawrence H. Summers, David T. Ellwood, Rupert Murdoch, Jason McManus, Christopher Whittle, Paul Kagan, Nicholas Negroponte, Trip Hawkins, Jay Chiat, Philip H. Geier Jr., Roger Enrico, Edgar Bronfman Jr., Allen Sheppard, David J. Stern, Zbigniew Brzezinski, Jerry Hough, Nikolai Shmelev, Jacques Delors, Sir Alan Walters, Norbert Walter, Robert Hormats, Hernando de Soto, Gurcharan Das, Victor Fung, Reiichi Yumikura, Hiroshi Kimura, Winston Lord, Kevin Phillips, William Frederick, John McClaughry, Antonia Hernandez, Jimmy Carter, Robert Bork, Shelby Steele, Betty Friedan, Felice Schwartz, Edward F. Zigler, Vartan Gregorian, Allan Bloom, Bill Clinton, Juanita Kreps, Peter J. Ferrara, Kenneth Rosen, Ron Kovic, John Waters, Charles Murray, Vincent Lane, Julian Simon, Daniel Callahan, Robert Nozick, Daniel Levinson, Michael White, O. B. Hardison Jr.

30 MANAGING The opportunities are better than ever -- but so's the competition. Managers and others agree CEOs can't do it alone. Here's their advice on how to get everybody fighting the same fight -- the first step to progress.

68 SCIENCE The future promises an end to drug addiction, rheumatoid arthritis, and other diseases; software that does your research while you sleep; computers you can talk to and that talk back -- and R&D directors who eat raw fish.

100 FINANCE Look for fewer financial takeovers and more strategic ones, U.S. banks going * international, and the largest securities market winding up in Asia. Meanwhile, stock prices may double this decade.

114 ECONOMICS Maybe the world can agree on something. As competition for markets and capital gets hotter, governments are discovering that they share the same policy goals: maximum real output with the lowest inflation.

120 MEDIA & MARKETING The mass market may be dead. Mass media are not. Communications companies are getting bigger as their public is fragmenting. How will message bearers reach them? Personalized magazines? Yes. HDTV? No way.

132 WORLD America will remain the dominant world power, but its best bet is partnership with Japan. Gorbachev has staying power, and if Eastern Europe can give up subsidies, it will produce some tigers.

144 SOCIETY What's on the rise? Taxes, part-time jobs, Hispanic politicians, social activism, and housing prices in the Northwest. On the skids? Republican Presidents, salaries for kids with no college degree, and materialism.

FORTUNE PORTFOLIO 162 GREAT PICTURES OF THE 1930s FORTUNE used the camera as the interpreter of modern industrial civilization, creating a partnership of words and images and providing industrial photography with its most striking showcase. by Andrew Kupfer

SELLING 172 THE WORLD THE ADS CREATED Early advertisers in FORTUNE bucked industry trends during the Depression to depict Corporate America as opulent, powerful, and sophisticated. Then a note of pomposity crept in. by Patricia Sellers

RETROSPECTIVE 178 LOOKING BACKWARD: ''THE SYSTEM'' WORKED It was hard to defend when the deflation rate was 11.6% and everyone was broke. Sixty years later, capitalism doesn't need defenders. by Daniel Seligman

EXCERPTS 188 A TOUR THROUGH FORTUNE'S PAST Come, travel back with us, as we witness once again historic events that shook the world, cultural trends that reshaped men's minds . . . and the curious monopoly of Dy-Dee Doll.

LOOKING AHEAD 221 HOW HIGH SCHOOL KIDS SEE THE 1990s They're intimidated by the Japanese, distrustful of leaders, critical of absentee parents. Also resoundingly pro-business -- and optimistic. by Stratford P. Sherman