Merchandising: Don’t Be Boring

“We sell lots of 3-inch-by-5-inch index cards, and tools to hold and organize them,” Leveen says. “We also sell lots of our Circa notebooks. They use discs and specially punched paper so you can rearrange papers to easily customize your note-taking experience and tools.” He says that customers have been taking index cards and Circa punching them to make a new kind of notebook they somewhat ironically refer to as a Hipster personal digital assistant (PDA), paper PDA or Circa PDA. They do this to “de-tech” from all the life-simplifying gizmos available on the market.