Marketing Lessons from My Trendsetting Grandpa

When I was young, I watched my Grandpa Joe struggle with his business, a custom tailoring shop. Custom tailoring had become a dying art, so he rebranded his business and started renting tuxedos. I remember visiting him and noticing the newspaper stretched across the dining room table. It was always open to the engagements section. Grandpa Joe circled the names of the men who were getting married, found their addresses in the phone book, and sent them cards introducing his business and asking them to come to his store to rent tuxedos for their weddings. His willingness to think outside the box led to his becoming a very successful businessman...


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