Whatever Works: Where Product is King

One unique aspect of the Whatever Works catalog is its seasonality. Since this is not a gift book, he doesn’t mail from October through early January. As a result, he wasn’t badly scarred by the Sept. 11 tragedy (which, by the way, he watched live from his vantage point on the Brooklyn waterfront). Although entirely aimed at the suburban and rural market, many of his catalogs go to addresses on Madison Avenue, North Michigan Avenue and Sunset Boulevard; a fair portion of his customers have second homes with yards.