Posted in Marketing Your Freelance Consultancy at 9:06 am by andy

I had a professor who told this story:

Let’s say you’re a beer manufacturer and you make pretty good beer and sell it 12-pack cases that sit in your grocer’s refigerated beer section. 12-packs are packaged using something called “coated paperboard” which is thicker than paper, but not as thick as cardboard.

Let’s say you pay someone a lot of money to design the picture you put on the outside of the coated paperboard as well as on each can. You have pretty good beer, a really enticing design on the carton, everything’s great!

Now coated paperboard is basically thick paper. It absorbs water (albeit slower than regular paper). Read more…