Whatever Works: Where Product is King

However, to build Cheeselovers, Steve had stretched himself dangerously thin. He not only had to come up with the cheeses, he also had to photograph them, write the promotional copy, design the direct mail packages, lay out the cheese catalogs, and even paste up the mechanicals (no computer graphics in those days). Then, as company spokesman “Gerard Paul” (his nom de fromage), he had to don a tall white toque and fly to hotels, motels, convention centers, churches and school auditoriums around the country to publicize the new venture with hundreds of cheese and wine tastings.