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- Felix Dennis
- "I published a series of eight-page full-color, folded posters (with headlines and articles printed on the back) and charged the same cover price as magazines with ten times that number of pages. The result was dubbed a 'poster-magazine' and sold millions of copies around the world. Nobody had told me it couldn't be done because nobody had done it before."
- The pattern I see here is: He saw a way to take an existing product which normally had a short lifetime-value to its purchaser, make a slight (and inexpensive) modification to it, and thereby extend its lifetime-value to the purchaser, such that he was able to simultaneously cut other features from the product (and thus thereby drastically reduce the cost of producing the product) while also maintaining a price-point that the purchaser customers had been become accustomed to paying, and thus realize a large profit.
- "I published a series of eight-page full-color, folded posters (with headlines and articles printed on the back) and charged the same cover price as magazines with ten times that number of pages. The result was dubbed a 'poster-magazine' and sold millions of copies around the world. Nobody had told me it couldn't be done because nobody had done it before."
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