This story from yesterday’s paper is a nice reminder of the considerable role that luck can play in firm success.
It seems stalwart McLaren Vale wine producer d’Arenberg is experiencing a nice upswing in demand, all because of an appearance in a Japanese comic book.
There are numerous tales of firms finding themselves swept up in a demand spike not of their doing. Chris Anderson tells a comparable tale of Hush Puppies’ reemergence as fashionable footwear on the back of their rediscovery by New York hipsters – to which the shoe manufacturer was oblivious.
The challenge for firms in such circumstances is to make hay while the sun shines, but to not forget why such fortune was possible – because there was a product worth sneezing about. Changing to better suit the new faddish customers will be a recipe for disaster.