FROM HUMILIATION TO $20M IN SALES
By Victor Cheng
Times change and with it we must change too.
The following story is about a very unusual product called the Microplane Grater.
If you spend a lot of time in the kitchen (or Williams Sonoma), you know exactly what I am talking about.
It is a little device that shreds block of parmesan cheese effortlessly. It is just amazing -- serious.
I first discovered this in our kitchen and nearly shredded my skin off. The thing is sharp, sharp, sharp!
And it grates, it shreds... (okay, now I sound like an infomercial).
But here is my point, its customers are FANATICAL and swear it is the best grater in the world -- and in my opinion it really is.
But what is the story behind this company's market dominance.
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