Guaranteed Indeed
Benjamin Franklin (1706-1790) was an extraordinary philosopher, renowned to this day for his words of wisdom, but if what he said about life's uncertainties were to still hold true, 21st century consumers might even be more reluctant to part with their money. “In this world,” he once opined, “nothing is guaranteed except death and taxes.” Of course, Ben wasn’t around when L.L. Bean guaranteed the first pair of boots its founder sold in 1912. But seriously, the world in which Ben lived was obviously far, far removed from ours today, a world in which almost everything is guaranteed – and rightly so – by those in sales. As Dean Rieck, President of Direct Creative, writes in a recent (October 18, 2004) issue of DM News, “If you really have a…