Take It In for a Tuneup
A marketing change could put the wind back in your sales.
When you're at the top, there's nowhere to go but down.Although this was the predicament wind-chime maker Island Windsreached at the end of its decade-long monopoly, never underestimatethe power of perception.
As competitors' lighter, polished wind chimes began todominate the market, Island Winds owners Peter Baker and wifeMelissa Brownlow were about to abandon Peter's brother'soriginal heavy stainless steel design. But then vacationer DougHall stopped by the Prince Edward Island storefront. Founder andCEO of Eureka! Ranch, a Cincinnati think tank that teachescorporations creativity, Hall proposed touting the uniquedifferences of Island Winds' durable chimes--including theirlifetime guarantee. Baker, 49, felt a renewed vigor and set out todo just that.
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