promote more frequent browsing and purchasing. Perhaps the
catalogs could feature articles from the Pottery Barn designers on
how to accessorize a room. The website could offer a sorting fea-
ture for easy item and price comparison.
I find looking at these kinds of examples to be so helpful in
turning a theoretical concept, like avoiding the cookie cutter
approach, into a real-world learning opportunity. We can learn
from each other when we observe each other’s work. It can also
be very inspiring, particularly when we observe some of the greats
in the industry.
139CHAPTER 9 Avoiding the Cookie Cutter