This article discusses the main lessons of the Marshall Plan's Technical Assistance Programme. The point of departure is the Danish case, but the perspective is wider, and the article aims at broadening the somewhat narrow chronology and geography often applied in studies on the history of the Marshall Plan. When following the Technical Assistance up until the mid-1950s in a Scandinavian country it becomes clear that American diplomats didn't just want the Europeans to work harder, but that their drive for productivity also promoted Americanisation in the form of an US-style business and consumer culture. The ‘American Way’ presented through the Technical Assistance Programme, though not uncontested, was a powerful and appealing model for prosperity applicable to all areas of the economy, from agriculture to retail.