The Digital Craftsman

摘要

If you happened to be a craftsperson in the pre-industrial age you most likely worked long hours producing relatively few items for local customers. Your supply chain probably stretched no farther than across the village square and your distribution network reached as far as you could carry your goods (or, if you were fortunate, as far as your horse could reasonably walk in less than a day).As far as "marketing" was concerned, the sign outside of your shop served to direct the few strangers who wandered through town to your doorstep, though even this out-of-home "campaign" was probably overkill. In most cases local word of mouth generated by familiarity, long-standing trust, and tradition was enough to direct people to your shop. Even your brand was embedded in the local marketplace as over time descriptions of professions became surnames.