Getting It Right the Second Time: How American Ingenuity Transformed Forty-Nine Marketing Failures into Some of Our Most Successful Products

Getting It Right the Second Time: How American Ingenuity Transformed Forty-Nine Marketing Failures into Some of Our Most Successful Products

Getting It Right the Second Time: How American Ingenuity Transformed Forty-Nine Marketing Failures into Some of Our Most Successful Products

Getting It Right the Second Time: How American Ingenuity Transformed Forty-Nine Marketing Failures into Some of Our Most Successful Products

Excerpt

This is a book about the American Dream, the happy knowledge that it is possible to start with nothing and to end up with something, sometimes a Very Big Something.

Dixie Cups, Life Savers, the microwave oven—these are the kinds of products entrepreneurs dream of creating. Each is worth millions today, but that wasn't always the case. In fact, each was originally an abject failure. Dixie Cups were part of an elaborate water fountain no one would buy, Life Savers were the laughing stock of the candy business, and microwaves didn't sell originally because consumers worried that radiation might make them sterile.

These products and forty-six others like them were conceived, failed, and reborn in the U. S. A., thanks to Yankee ingenuity and the enthusiasm and determination (some would say pigheadedness) of their creators. When their original dreams fizzled, these entrepreneurs wouldn't accept failure. They analyzed the reasons for their setbacks, came up with new marketing strategies, and successfully remarketed their products.

Marlboro cigarettes, the quintessence of symbolic masculinity . . .

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