You’ve seen them in stores. And you’ve watched their infomercials. Yes, Customer Y’s adjustable ladder brand has been a household name for more than 30 years. Company Y’s ladders are now one of America’s best-selling ladders thanks to their safety, stability, and versatility.
A great ladder needed to reinvent itself
- First, because its designers gave it the most-robust performance characteristics possible, the ladder was simply too heavy for some customers.
- Second, the last of the patents protecting their standard multi-use ladders expired in the early 2000s. Soon thereafter, the market was flooded with cheap imitations from both the United States and outside the country.