Whatever Works: Where Product is King

Although renting cold names is horrendously expensive for a catalog, Brown created space ads for specific products (e.g., Spider Fighter and Squirrel Pouches). He believes that anyone who ordered those products would be a candidate for his catalog.

It took a while for other catalogers to realize that Whatever Works was not a threat, and that it would be in their interest to agree to list rentals and exchanges. As a result, Brown now has exchange arrangements with many other catalogers in the same marketplace. If an item proves itself successful in Whatever Works, Brown wholesales it to other catalogers.