Whatever Works: Where Product is King

When asked why he didn’t allocate more space to the bestsellers rather than giving them about the same square-inch amount as everything else, Brown says: “A good item can’t be hidden. And you can’t make a bad item better. If you give a marginal item a new look with new copy and design, response can be improved by 10 percent, but you can’t take a stiff and turn it into a gem.”