Emenike says it: success comes from a combination of things. One of those primary ingredients is ingenuity. Unless you’re the only gig in town, it’s hard to be successful without a unique and compelling proposition.
Thinking about all of this immediately triggered a memory of Rockwell Medical Supply. What a great company! Lean and mean, and an ingenious method of selling. They outsmarted their competitors.
Rockwell has since been sold and merged into another company, accomplishing a dream of the founders.
Rockwell Medical Supply: A Great American Success Story of Ingenuity
Rockwell knew that their customers cared about certain products, and less about others. They also knew that in an extremely competitive field, they were hard-pressed to beat the competition with such tight margins. So they focused on their customers first, giving them what they needed at the price they wanted, and made up for tight margins in other ways.
It was ingenious, and it worked.
We designed and built an attractive, functional Magento-based website for Rockwell many years ago, long before ownership sold. Crucially, it was functional in the complicated way that it handled each customer. It wasn’t easy, but we all made it work. And work it did.
It wasn’t easy, but we all made it work. And work it did.
We love coming up with novel solutions for problems.
That’s one of the reasons we refuse to get stuck in a niche – you learn something new from every customer – when you listen.
And we listen.
We’ve already congratulated the Rockwell Team on their incredible success, but what they hey, we’ll do it again. Congrats on your fantastic achievement, Rockwell Medical Supply! And congratulations more on giving your customer exactly what they wanted – in an ingenious way nobody else could.