Monday, September 18, 2017
Double Your Pleasure-Double Your Fun
Upon being presented with the proposition that adding a new glaze combination to your current ones would double your sales -- presumably because you'd now have twice as many options....
Your sales will only double if you're magically able to make twice as many pieces.
I remember a conversation I had with a friend who makes VERY fine sculptural raku vessels. For years and years he made them the same way -- white crackle glaze with areas of bared, smoked clay.
Then he started being influenced by an extremely talented painter who encouraged him to add color to his pieces.
The friend was right insofar and his work was at least as striking, and perhaps even more decoratively appealing, given that it might fit a more colorful setting.
But I happened to be discussing with him a problem I was facing -- that variety was KILLING my inventory. That is, I was noticing that if I had, say, three pitchers but each one was decorated differently, I suddenly didn't really have the same inventory. I suddenly didn't really have three pitchers. I suddenly was sold out of an item upon the sale of one pitcher....though I appeared to have two left.
Get what I mean?
And when I said this to my friend, he got that look of dawning horror that you get when you realize you should have left the haunted house at the BEGINNING of the movie, and not after you first hear the chain saw start up.
It suddenly dawned on him the problem he had been facing all year: He hadn't increased his income by tripling his color choices. In fact, he had done just the opposite.
And if he happened to have chosen exactly the right percentages of exactly the right colors, well, then he was okay. But what had ACTUALLY happened was that he created the metaphorical un-meshed gears. That is, he was placing the moving target of the right color combination against the moving target of the random tastes of his audience....and realizing they were spinning at two different speeds. He was selling less and keeping up worse.