At a US trade show in 2004, Fanuc, a large supplier of industrial robots, gave a seminar on how to automate factory work. “We had very few attendees,” remembers Scott Melton, a director of sales at the company.
An explanation for his company’s empty room came when he learned that another seminar—this one about outsourcing work to China—had been scheduled during the same time slot. “That room was completely full,” he says.
It didn’t take long for a marketing idea to emerge from the interest gap. There was a need, Melton says, to educate US companies that they “didn’t need to […]
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