Wednesday, December 23, 2009

Are you selling vanilla?

Suppose you decide to open an ice cream parlor. More than likely you will face a number of competing ice cream parlors. You will battle a host of competitors all screaming for the consumer’s attention. The rallying cry of your new industry might well be, “I scream. You scream. We all scream ‘ice cream.’”

It’s a tough business you’ve entered. You know you’ve got to promote yourself. So, you ask yourself, “What do most customers want?”

You check with the International Ice Cream Association and discover that the number one flavor is vanilla. In fact, vanilla is preferred by more than a three to one margin over the number two flavor. Okay, that’s it. You’re going to promote vanilla. You’re going to paint, “Vanilla ice cream here!” on the window of your storefront. You’re going to devote your yellow pages ad to the theme, “We’ve got vanilla!” Everywhere you can, you’re going to trumpet your vanilla ice cream.

You’re going to go out of business.

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