When the FCC held a lottery for cellular licenses in the early 1980s, many ordinary Americans became wealthy by winning the right to establish cellular systems in cities across America. In addition to entering the lottery himself, McCaw approached many other lottery winners and bought their cellular rights, which were already considered to be undervalued. Using the same tactic he'd used in cable TV, McCaw financed an aggressive cellular expansion by borrowing against and selling shares in the cable operation. Through continued borrowing and smart management of only the most useful licenses, this wireless land grab put McCaw's operation in the position of a competitive nationwide cellular carrier before the incumbent landline telephone industry took serious notice of the field.