That’s so cool!
Rebekah Blackmon
11

Oh I love that! It reminds me of one of my favorite stories; Claude Hopkins, also known as the father of modern advertising, made Bissell into the name it is today by telling a story. Bissell was tanking as a company and needed a miracle. Claude heard about this wood from India, that was harvested in camps by convicts and hauled out by elephants over long distances, so he commanded that the new sweepers be constructed from this wood. He got laughed at, but he understood just how powerful the story would be, and so he got them made in the wood from India and told the exotic story with illustrations in ads for the vacuums. They sold like hotcakes, and a giant company was born. :]