September 2019
Intermediate to advanced
240 pages
4h 15m
English
I was called in once by a company that made high-end one-off pieces of furniture to sell locally. They showed me some of it – lovely big kitchen tables, handcrafted wardrobes and armoires, solid traditional dressers. Beautiful. Their problem was that they were struggling to sell the stuff. They had discovered, somewhat late in the day, that most local people were looking for side tables and little cupboards and wall shelves, and there was almost no demand for the big luxury furniture their workshop was filling up with.
It’s a pretty good example of how big a hole you can dig for yourself by making false assumptions. Want another one? I know a couple who decided they wanted to move back to the area they grew ...