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We must have a seeming advantage. People don't quit
habits without reason.
There is the problem of substitution and how to head it off. That
often steals much of ones trade. This must be considered in ones
original plan. One must have foresight to see all eventualities, and the wisdom to establish his defenses in advance.
Many pioneers in the line establish large demands. Then through
some fault in their foundations, lose a large share of the harvest.
Theirs is a mere brand, for instance, where it might have stood for an exclusive product. Vaseline is an example. That product established a new demand, then almost monopolized that demand through wisdom at the start. To have called it some different brand of petroleum jelly might have made a difference of millions in results.
Jell-O, Postum, Victrola, Kodak, etc., established coined names
which came to typify a product. Some such names have been
admitted to the dictionary. They have become common names,
though coined and exclusive. Royal Baking Powder and Toasted
Corn Flakes, on the other hand, when they pioneered their fields, left the way open to perpetual substitution. So did Horlicks Malt Milk.
The attitude of dealers must be considered. There is a growing
inclination to limit lines, to avoid duplicate lines, to lesson
inventories. If this applies to your line, how will dealers receive it?
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