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What Are You Selling?
WHEN PAUL was a kid there was a store in a strip mall called The Hobby Shop. Paul frequented the store both on his own and on special walking trips with his grandfather. The Hobby Shop was full of toys and activities—kites, balls, art kits, just about anything that could be considered a toy-related hobby. No need to have a clever name or catchy positioning line. You saw a sign that said, “The Hobby Shop” and you knew what they sold. The proprietor knew what business he was in. So did his customers.
Fast-forward 35 years. Steve’s kids are in middle school and there is a toy store in their hometown called The Age of Reason, filled with all those “science toys” and hobbies that claim to make your kid smarter and more college ...
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