Packaging

Jerry Weintraub was a Hollywood legend. During the 1970s he reinvented Frank Sinatra’s career. He promoted Dylan, Elivs, and Neil Diamond. He produced the Ocean’s Eleven trilogy.

He credits his career success to an early lesson from his father.

In When I Stop Talking, You’ll Know I’m Dead he tells the story of his dad, a traveling jewelry salesman. On one trip, his dad took along a huge sapphire.

It wasn’t a great piece, but it was something.

His dad made it something.

He carried it in a briefcase attached to his wrist with a set of handcuffs. He coordinated with the local police to meet him at the train station at each new stop. He welcomed local jewelers. He created a spectacle.

Jerry calls this “packaging”. Nothing is just a thing. Concertgoers aren’t there for just the music, they want an experience. It’s all together. It’s the package.

“What if Walt Disney ran a baseball team?” is a packaging question.

What package do your customers want?

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