It's amazing how many steps are involved in the creation of a new product. I never thought about this prior to joining the team here at Peas HQ. Displays magically made their way to stores to be admired by unsuspecting shoppers like me. They're just there. I didn't have to think about it. And really, you ask, why should anyone? I suppose the simplest answer is that all of the effort that goes into putting a display in a store is rather astounding.
Take our newest line, Just gotta tell you..., for instance (and take it you ought, for it's physically impossible not to like it). This line began as a little seed inside the brain of our fearless leader. She wanted something with the heart of our Eat Your Peas books but more compact and maybe a little funnier. What if, she wondered, we had a series of phrases preceded by the expression "I've just gotta tell you!" How many times have we all said some variation of that phrase followed by some kernel of awesomeness we just had to get out? So there you have it: Step 1. An idea is born.
What never ceases to amaze me is how that idea actually comes to fruition.
Let me tell you, it involves a lot of brainstorming meetings! Fortunately, when it comes to storms of the brain, we're regular chasers around here. Everyone on the team originated their own lists of ideas independent of the group to avoid any cross-contamination. Then we all met to read them aloud to much acclaim (and snickering, in some cases). The best of the bunch were culled into categorical lists of potential cards, such as birthday, any occasion, sympathy, etc. End Step 2, begin Step 3! What good are lists of titles without any content?
While we scribble away at text to flesh out our new ideas, our wonderful artist, Sandy, simultaneously begins Step 4, which is the daunting task of turning the abstract images in Cheryl's head into fun, real life designs. Don't ask me how she does it. It's a state secret.
Countless rounds of matching words with pictures and revising and editing and did I mention revising follow (let's call that Steps 5-10). But wait, there's more! What kind of paper do we want? (Step 11) Which colors from the deck? (Step 12) And, oh no, is there a proper display with pockets this size? (Step 13) If not, would it be exorbitant to make one? (Step 13.5) Decisions, decisions!
But fear not, because--miracle of miracles--all of this craziness does come together in the end. There it is: a proof. Beautiful! Unless...the color isn't quite right, and don't you think we should move that text around? (Steps 14-20: further revision!)
And that's just brainstorming in the office! There are still the logistics of shipping the displays, introducing the line to reps and retailers alike, making sure everything comes in on time, redesigning the layout of the catalog to accommodate new product, creating promotional mailings...shweew! I'm exhausted just thinking about it, and I know I've missed a few steps here and there.
I honestly don't think I'll ever shop the same way again. This knowledge has infiltrated the very core of my previously ignorant brain. For instance, I bought a pair of pants this last weekend, and as I looked at the hanger the sales person let me take, I decided that department store routing guides probably require manufacturers to preprice and hang such pants in a manner that best suits their existing fixtures, which makes it possible for me to keep the hanger, because it won't work with future shipments and storage space is at a premium...ahhh! So much work to get that pair of pants in my hands! And this is all local; don't even get me started on international shipments!
Okay, it's official: I'm rambling now. The main point (yes, I have one!) is that so much of the world functions without us ever having to think about it and, at the end of the day, that might be the best mark of a job well done. If a consumer can wander into a store, spot something she can't live without, and cart it away without ever once having to think about all the sweat and tears (and blood, as anyone who has manhandled a tape gun knows) that went into putting it there, then we've all done our jobs. Like a virtuoso guitar player or ballroom dancer, the hundreds of hours of effort never show. We make it look easy.
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