Avoid the Time Crunch

The Creative Side

Catalog owner: “We need advice. No matter what we do, we can’t get our catalog in-home before Thanksgiving. We’re losing sales.”

I asked, “When do you start design?”

“Sometime in September.”

“Have you tried earlier, like May?”

“Why would we start that early?”

This cataloger’s team actually was quite efficient, but the owner had never mapped out the time needed for the creative side of the catalog-building process.