May 18, 2004

Using Databases to Get Customers

Business week has published another great article on the power of using databases in your business. BW writes Chances are that as an entrepreneur, you're in a specialty -- or niche -- business. For what, after all, is entrepreneurship about if not finding untapped potential in a corner of an existing market ignored by major companies?

I know. I've been there. Back in 1972, when I was working for a recreational vehicle manufacturer in Omaha, Nebraska, my boss wanted a list of all of the RV dealers in the country so he could sell to them. There was no such list, so I decided to create one. I ordered every Yellow Pages phone book in the country, all 4,500 of them. The books were delivered to the company and stayed there until my boss ordered them removed because they were blocking the entrance.

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