Whatever Works: Where Product is King

The people depicted in the catalog would look well—not sick. Those with sore backs would not be bent over in pain, but walking upright and smiling—the result of ordering a product. And the approach would be whimsical and fun to read.

What to name the catalog was a question. Feldman was a chiropractor, so they called it Dr. Leonard’s. Leonard was a common name in the Midwest, and they figured many of their customers would be older folks from that region and would be more comfortable with the name than, say, Dr. Larry.