Profile of Success: Experimenting with Time
How Tim Burns’ back-to-basics technique schools Edmund Scientific
WHAT HIS BIGGEST MISTAKE WAS AND HOW HE SOLVED THE PROBLEM: Not having a complete understanding of the customer. Looking for a way to make the catalog more appealing and less dense, Burns eliminated product dimensions (sizes: length, width, height, diameter, weight) from all copy in the fall of 2004.
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