The Internet has made selling goods simpler. So why isn’t doing business simpler for companies? Because anyone, anywhere can now sell. It’s a level playing field for big and small alike and you have to fight harder than ever to be noticed.
A visit to John Wanamaker’s new department store in Philadelphia in 1871 would have been like no other visit to any other kind of store anywhere else in the world. He had real stand out. His store was a destination like none other. Everybody was gossiping about it, reading about it and getting excited about it. Mr. Wanamaker had a serious Unique Selling Proposition.
As it happens, John Wanamaker ...