Would your hero do it?

Photo by Josh Wilburne on Unsplash

In the far-flung 1980s, I was given "But Would Saks Fifth Avenue Do It?"

It's a book written by Murray Raphel.

At the time, MR was a successful clothing store owner in Atlantic City, New Jersey.

Due to his retail success and direct marketing expertise, he was also a sought-after business consultant. 

The book is a compilation of 53 articles.

Each is a lesson drawn from a particular aspect of direct marketing. 

The first is titled, But Would Saks Fifth Avenue Do It?

An author's note heads the page. 

"Whenever we are particularly satisfied and complacent with how our store looks, we visit New York and become humble once again. Just when we think we know it all, a walk through Saks Fifth Avenue shows us how much more we have to grow. On the return from one of those New York trips the following: came out on paper in one mad rush of words."

The article highlighted something that Murray Raphel and his team called Goal-Playing. 

First, they identified a business they admired (in their case Saks). 

They would then use Saks as a guide to their decision-making. 

For example, if someone suggested "let's save" money on a store display," the "But Would Saks Fifth Avenue Do It?" test was applied.

If the group didn't think Saks would scrimp on display, nor would they. 

To quote again; 

"If, however, you have in mind the gap to which you aspire, you will transform yourself into that position. If, as a retailer, you strive to become the Saks Fifth Avenue of your community, simply, consistently ask yourself: "Would Saks Fifth Avenue do it?' And the answer comes immediately. For you know what Saks would do. The image is firmly locked in your mind. "

It's powerful advice you can apply to any industry. 

With excellence in mind, if you're seeking an event partner to help you achieve more when you exhibit, let's talk.

Guardian Exhibition & Display
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