So You Want to Start a Catalog

A small company is a lot better off if it can begin with some kind of leverage to reduce risk, capital needs and time to profitability. How about a big company? Is it easier when the pockets are deeper?

You Can’t Leverage Illusions

I walked with Bob, head of the U.S. division of a company, through his firm’s sparkling new headquarters. It had an elegant, quiet, almost Zen-like quality, complete with wood lacquer screens, Asian art and gorgeous posters of the products the company sold. Everything exuded quality, luxury and credibility. Even better, Bob understood and advocated leveraged marketing. Or so I thought.