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Show your warts: An honest way to make a buck

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in Business Management

Legendary adman James Webb Young, who started selling fruit by mail around the same time that Harry & David did, tells the story of an apple-growing season where he was nearly ruined.

Violent hail storms bombarded his apple trees with ice pellets, causing bruising and pock marks.

He feared massive complaints and returned if he shipped the bruised fruit to his mail order apple buyers. But if he didn’t ship the damaged apples, he would have to refund all the orders, and his mail order business would be ruined.

The apples were damaged only cosmetically. The hail had pockmarked the skin, but this did not affect the flavor or freshness.

Young went ahead and filled his orders with the pockmarked apples, and in each box shipped, enclosed a pre-printed card that read as follows (I am paraphrasing):

“Note the pockmarks on some of these apples. This is proof that they are grown at a high mountain altitude, where the same extreme cold that ...(register to read more)

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