Profile of Success: Experimenting with Time
How Tim Burns’ back-to-basics technique schools Edmund Scientific
HOW HE HANDLED THIS CHALLENGE: A return to basics. Noting that the catalog's merchandise — telescopes, optics, microscopes, science toys and other items — hadn’t changed much in the past 50 years, Burns returned to what made the brand successful in the past.
“Those product categories have made advances. The technology has changed. But it’s still very similar to the catalogs from 50 years ago,” Burns says. “So I just tried to get back to what the brand always had been about and found new things that would support it.”
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