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Business Ideas: 3 Business Lessons From Henry Heinz by Evan Carmichael
Today we’re going to look at how the son of immigrant labourers went against the dream his parents had for him to become a preacher and built one of the most successful companies in the food production business. This is the story of Henry Heinz and the top 3 lessons that you can learn from his success.
“To do a common thing uncommonly well brings success.” – Henry J. Heinz
Action Item #1: Create a Catchy Slogan
Whatever industry you’re in, you probably have many competitors. How can you stand out from everyone else? A great way to cut through the clutter is to create a catchy slogan that highlights what you’re really good at.
Heinz was looking for a slogan while riding on a streetcar in New York one day in 1896. He then saw an advertisement for a shoe store; it read “21 Styles.” According to Heinz: “I said to myself, ‘we do not have styles of products, but we do have varieties of products. Counting up how many we had, I counted well beyond 57, but 57 kept coming back to my mind. Seven, seven — there are so many illustrations of the psychological influence of that figure and of its alluring significance to people of all ages and races that ’58 Varieties’ or ’59 Varieties’ did not appeal at all to me as being equally strong.”
With that, Heinz immediately jumped off the streetcar, went down to the print shop, and drafted up a card with the new 57 Varieties slogan. Reflecting back, Heinz acknowledged: “I myself did not realize how highly successful a slogan it was going to be.”
Action Item #2: Be Unique with Your Promotions
Another great way to cut through the clutter and have potential customers pay attention to you is to be unique with your promotional campaigns.
No tactic was too flashy or gaudy for Heinz. He wanted his products to stand out and shine — literally. In 1900, Heinz decided to erect the first ever electric sign in New York City, on the corner of Fifth Avenue and 23rd Street in Manhattan. Standing six stories tall, the sign was a large electric-lit pickle that bore the Heinz name and its “57 Varieties” slogan. In the display room below the sign, Heinz’s employees could be seen packing miniature pickles into bottles. The sign took 1,200 light bulbs to build and cost the company some $90 every night, but for Heinz, it was all worth it. For years, this electric pickle impressed shoppers along the famous New York strip and served as invaluable advertising.
Heinz was a master promoter, and was even responsible for pioneering one of the major trends in the industry. Obsessed with quality, freshness, and cleanliness, Heinz invented the concept of the “factory tour.” Anyone who was interested in seeing how Heinz produced and packaged his products was now allowed to witness the process first-hand. He was confident in his operations and believed opening it up to the public would help build confidence and trust in his company. The move sparked an outburst of positive publicity, not to mention a wave of copycats.
Action Item #3: Have a Quality Product and Be Proud of It
Most of the famous entrepreneurs achieved success not because they were trying to make a lot of money but because they created a product or service that was good quality and they were proud to make and promote.
Heinz was very proud of all of his products. In addition to allowing the public access to his factories, Heinz also opened up his products to them — literally. He was one of the first to ever package his products in clear, glass bottles. Heinz’s competitors would often use filler ingredients to pump up the volume of their products, and then conceal the fact by using opaque, coloured containers. Heinz wanted his customers to see exactly what they were buying. He was proud of his products’ quality and offered transparent bottles to ensure customers they were getting their money’s worth.
Heinz’s biographer, Robert C. Alberts, claimed that Heinz had hit on one of the most important and shaping business ideas of his time: that a pure article of superior quality could find a ready market through its intrinsic value, so long as it was packaged and promoted properly.
Mario Fleurinck – 3d Printing
3D Printing: Personalized Production for the Mass Market
3D Printing is poised to become a part of our daily lives, allowing consumers to make things in a new era of mass customization. Once an expensive technology used by engineers, 3D printers today print car bodies, medical and dental prosthetics, high-fashion shoes and much more. Layer by layer, 3D printers deposit material to build up one-of-a-kind products, even with complex internal shapes.
Virtual marketplaces, cheaper printers and cloud-based consumer software are transforming the 3D Printing ecosystem, bringing the technology within the reach of everyone. With a current market size of $1.3 billion, the 3D printing industry is set to explode to $3.1 billion by 2016, according to industry consulting firm Wohlers Associates.
3D printing ‘bigger than internet’
Its proponents say it’s the next disruptive technology with the potential to significantly change the landscape of a number of industries. Peter Marsh, manufacturing editor, talks to one such supporter – Abe Reichental, chief executive of US-based 3D Systems – to find out how 3D printing works and how big a game-changer it’s is likely to be.
Printing a bicycle with a 3D printer
The future of 3D printing
CNET’s Rafe Needleman interviews the makers of two 3D printer makers and how they are charting the future of manufacturing.