00:00:02another edition of modeling the masters
00:00:04today we’re going to look at how the son
00:00:06of immigrant laborers went against his
00:00:09parents dreams of him becoming a
00:00:10preacher and built one of the most
00:00:12successful companies in the food
00:00:13production business this is the story of
00:00:15Henry Heinz in the top three lessons
00:00:17that you can learn from his success
00:00:19Henry John Heinz was an American
00:00:21businessman founded the HJ Heinz Company
00:00:24he was the first of eight children born
00:00:26the German immigrant parents who wanted
00:00:28him to become a preacher Heinz Walker
00:00:30had other plans his passion was helping
00:00:33his mother bottle and sell the pickles
00:00:34she grew in their yard and he saw his
00:00:36future in food production by the time he
00:00:39was just nine years old Heinz was
00:00:40growing grindy and bottling and selling
00:00:43his own brand with horseradish sauce at
00:00:4510:00 punch was given 3/4 of an acre of
00:00:48land to tent his own garden a 12 he
00:00:50graduated three and a half acres of land
00:00:52and is using a horse and cart to make
00:00:54his deliveries to grocery stores when
00:00:57the time can reach 17 years old Heinz
00:00:59was making twenty four hundred dollars a
00:01:00year from his brother’s close to sixty
00:01:02thousand and today’s dollars
00:01:04Heinz eventually expanded his business
00:01:06by focusing on making new product lines
00:01:08include pickles and ketchup
00:01:10I’m still on as president of the company
00:01:12he founded until his death at age 74 at
00:01:15that time the HJ Heinz Company had more
00:01:18than 25 food processing plants 40,000
00:01:21acres of land under cultivation and over
00:01:236,500 employees by following his passion
00:01:30and by working hard Heinz was eventually
00:01:33able to make his parents proud and
00:01:34dominate his industry to help you
00:01:37dominate your industry
00:01:38here are three action items that you can
00:01:39learn from Henry hi
00:01:42action I am number one create a catchy
00:01:45slogan whatever industry you’re in you
00:01:47probably have many competitors how can
00:01:50you stand out from everyone else a great
00:01:52way to cut through the clutter is to
00:01:53create a catchy slogan that highlights
00:01:55what you’re really good at Hines was
00:01:57looking for a slogan while riding on a
00:01:58streetcar in New York one day in 1896 he
00:02:02then saw an advertisement for a shoe
00:02:04store that red 21 styles putting the
00:02:07hinds I said to myself
00:02:09we don’t have styles of products but we
00:02:11do have varieties of models handed up
00:02:13how many we had accounted well beyond 57
00:02:16but 57 kept coming back to my mind 7-7
00:02:20there are so many illustrations of the
00:02:22psychological influence of that figure
00:02:24and its alluring significance to people
00:02:26of all ages and races at 58 varieties or
00:02:2959 varieties didn’t appeal to me as
00:02:32being equally strong with that Hines
00:02:35immediately jumped off the streetcar
00:02:36went down to the print shop and drafted
00:02:38up a card with the new 57 variety slogan
00:02:40reflecting back Hines acknowledged I
00:02:43myself did not realize how highly
00:02:45successful slogan it was going to be
00:02:49action item number two be unique with
00:02:52your promotions another great way to cut
00:02:55through the clutter and have potential
00:02:56customers pay attention to you is to be
00:02:58unique with your promotional campaigns
00:02:59no tactic was too flashy oh gallery for
00:03:02Heinz he wanted his products to stand
00:03:04out in shine literally in 1900 Heinz
00:03:07decided to erect the first ever electric
00:03:09sign in New York City on the corner of
00:03:11Fifth Avenue and 23rd Street in
00:03:13Manhattan standing six stories tall the
00:03:15sign was a large electrical it pickle
00:03:17the for the Heinz name and his 57
00:03:19varieties slogan in the display room
00:03:21below the sign Heinz employees could be
00:03:23seen packing miniature pickles into
00:03:25bottles the science of 1200 lightbulbs
00:03:28to build and cost the company some $90
00:03:30every night but for Heinz it was all
00:03:33worth it four years is Electric pickle
00:03:35and fresh shoppers along the famous New
00:03:37York Strip and served as invaluable
00:03:38advertising
00:03:40Hinds was a master promoter and was even
00:03:42responsible for Pok pioneering one of
00:03:44the major trends in the industry
00:03:46obsesses quality freshness and
00:03:48cleanliness Hinds invented the concept
00:03:50of the factory tour anyone who is
00:03:52interested in seeing how high is
00:03:54produced and packaged his products was
00:03:56now allowed to witness the product
00:03:57firsthand he was confident in his
00:03:59operations and believed opening up for
00:04:01the public would help build confidence
00:04:03and trust in his company the move
00:04:05sparked an outburst of positive
00:04:07publicity not to mention a wave of
00:04:09copycats action item number three have a
00:04:15quality product and be proud of it most
00:04:17of the famous entrepreneurs achieve
00:04:18success not because they were trying to
00:04:20make a lot of money but because they
00:04:22created a product or service that was
00:04:24good quality and that they were proud to
00:04:26make and promote Heinz was very proud of
00:04:28all of his products in addition to
00:04:30allowing the public access to his
00:04:32factories he also opened up his products
00:04:34with them literally
00:04:35he was one of the first to ever packages
00:04:38products in clear glass bottles Heinz’s
00:04:40competitors would often use filler
00:04:42ingredients to pump up the volume of the
00:04:44products and then conceal the fact by
00:04:46using opaque color containers Heinz
00:04:49wanted his customers to see exactly what
00:04:50they were buying he was proud of his
00:04:52products quality and other transparent
00:04:54bottles to ensure customers they were
00:04:56getting their money’s worth
00:04:58– biographer Robert C Albert’s claimed
00:05:01that Heinz had hit one of the most
00:05:03important and shaping business ideas of
00:05:05his time that a pure article of superior
00:05:08quality could find a ready market
00:05:09through its intrinsic value so long as
00:05:12it was packaged and promoted properly
00:05:18so remember create a catchy slogan be
00:05:21unique with your promotions and have a
00:05:24quality product and be proud of it to
00:05:26finish up this video I wanted to share
00:05:28one of my favorite true stories about
00:05:29Henry Heinz and some of his best quotes
00:05:31in the banking panic of 1875 a young
00:05:35Heinz found himself overextended and
00:05:38bankrupt he had tried unsuccessfully to
00:05:40turn for help to the grocers he had been
00:05:42supplying with produce over the past few
00:05:44years they however turned their backs on
00:05:46him too he couldn’t even get enough
00:05:48credit to feed his family with that
00:05:50Heinz decided that he would never again
00:05:52be placed in a situation where he had to
00:05:54depend on others to survive he made a
00:05:56decision to be successful and never
00:05:58looked back
00:06:26thank you for joining me for another
00:06:28edition of modeling the masters if you
00:06:30enjoyed please give the video a thumbs
00:06:32up below I’d also love to hear your
00:06:34feedback if you want to leave a comment
00:06:35and stay tuned for the next episode
00:06:57you
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