The Etsy Story: How They Listened and Learned
A tech-illiterate artist started Etsy when building sites was scary-hard. Why'd he succeed?
How Xero Shoes Found Success Ruling a Tiny Niche
How they bootstrapped (no pun intended) to dominate minimalist running.
FedEx: How a Ridiculed Idea Revolutionized Shipping
Got a C for the idea in school. Lies. Forges. Gets arrested. Gambles his last $5000 in Vegas. And changes the world.
How Many Pancake Restaurants?
Specializing creates your position at the top of a small list rather than competing in a bigger (harder) list.
Why Great Ideas Need Champions: Xerox’s Regrets
Xerox had game-changing tech in the '80s but failed to capitalize. What did Apple do that they didn't?
Measure Twice, Copy Once: The Kinko’s Lesson on Data-Driven Decisions
They only earned $30 each night. But the 24/7 branding spiked daytime sales by 50%.
You WON’T Believe This Forgotten Apple Ad!
You remember the 1984 ad. They tried a similar formula in 1985 and it flopped. Why?
Pop Goes the Industry: How Bubble Wrap Found Its Killer App
First they filed a patent and then they had to go look for a viable market.
The Secret to Building Trust: Expose Your Weaknesses
Customers ask, "Can I trust your capabilities and do I trust your soul?"
The Secret Weapon of Trivial Pursuit: Celebrities
Even if it sold out, they would still be in the red. So how did they make it big?
Your Life is Forfeit
In this two page ad there are no photographs, prices, phone numbers, or website address. Here's why it works.
What Made Tripadvisor a Leader? Customer Centricity.
User review was an afterthought at first, but they noticed what visitors wanted.
Silly Putty – Ad Writer Acquires It For $147 Then Earns $140 million
GE couldn't sell it, but an out-of-work marketer found the right angle.
Craft Your Vibe: A Lesson from Herschel Supply’s Branding
Both the aesthetic & story stood out. So they soon became the first backpack sold at Nordstrom.
Donut Theater: How Krispy Kreme Used Spectacle for Word of Mouth
We didn’t go because of an ad. We went after someone said, “Oh my God, you’ve gotta try this.”