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Enjoy this insightful conversation with Dean Butler, founder of Lenscrafters. From P&G, he learned to market products. One of Dean's big lessons was "come up with something provocative."
For Lenscrafters, we said, COME WATCH US MAKE YOUR GLASSES. Give your customers permission to believe. Let them experience a delivery system.
Dean helped pioneer experiential retailing. His collaborative team sped up the delivery process and customers would watch, wait (less than an hour), and eventually wanted their goods faster. This helped usher in convenience, speed to be satisfied, and the eventual success of giants like Amazon.
What other industries work under a mysterious veil? How can you and your team collaborate to create a breakthrough solution like Lenscrafter?