Rebuilding the American Dream: The Return of the Catalog Home | Alex Athenson | TEDxAltadena

In 1906, Sears Robuck was the leading retail company in the country, a pioneering corporate giant, revolutionizing American commerce over the previous two decades. Famous for the extensive Sears catalog, Americans could buy just about anything from this book, from tools to clothing to even live animals. However, one area of the catalog was underperforming, building supplies.Business was down and local manager Frank Kushell was tasked with figuring out how to improve sales. Frank's solution. What if we packa ...