December 2012
Beginner
240 pages
4h 21m
English
Content preview from Creativity Now, 2nd Edition
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He combined two trends and created a third
THE PRINCIPLE
You can create a new business by combining trends
Trend 1: Food enriched with vitamins and minerals
Trend 2: People willing to spend more money on their pets
Marco Giannini spotted these trends and figured out a way to combine them. His product is Dogswell, dog treats infused with nutrients to help pets stay healthy. In 2004 he invested $30,000 (about £20,000) of his own money to produce the first lorry-load of sample treats and took them around to 200 independent pet stores in California.
The orders came rolling in and he grossed about £338,000 in sales his first year. Four years later he had sales of £10.8 million. That’s a lot of treats. Next: Catswell.
Michael Sands, co-founder ...
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