In my ad agency life I once worked for a loading dock leveler company. Their bread-and-butter products were platforms that created a bridge on which forklifts carried loads of goods from the dock to trucks at factories and warehouses. It was equipment that essentially every customer needed — the only questions were: what size, what capacity, what brand? And the sales force knew exactly whom to sell to and how. Then the company introduced a new product designed to enhance safety for forklift operators carrying heavy pallet loads onto trucks. The exact nature of the product isn’t important here. What
