Selling Your Catalog: Prepare for the End Game

Consequently, owners and operators are out of synch, strategically and emotionally. The outcome is generally poor performance and a squandering of precious earnings.

If you think of a game of chess, you can draw striking parallels to the game of catalogs. Masters of chess are able to move from point A to point M in a skillful series of moves that may go from A to F to C to L to G and finally to M. The unskilled opponent may simply be moving from A to B to C to D to E and, ultimately, on the M in a linear, logical, yet uninformed series of steps having no relationship whatsoever to the catalog master’s strategy. How novel and refreshing it would be if they were both in synch.