"He learned that it was far better to scrub up your little store and light it brightly, and display your goods
with some flair than to try to hide the flaws in your merchandise and pass it off as first-rate goods," D'Antonio says.
Lipton opened a store that not only had quality goods
and excellent lighting; he also brought an element of fun to the enterprise. But as successful as he was at retail, he decided to get into the tea business. Lipton, in fact, offered "the first
consistent brand of tea that was the same from package to package, from location to location, every time you bought it," D'Antonio says. And it didn't hurt that it cost half as much as his
competitors'.
Raz' interview is fascinating; an excerpt from A Full Cup runs at the bottom of the Web page.
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