In 1904 Eugene B. Clark, an Illinois Steel employee at the time, determined that the metallurgy of Rich Manufacturing's principal product, a railroad rail drill named the Celfor Drill was faulty, and also found fault with both the management and basic operations, which he ultimately corrected after the two parties established him becoming an equal partner (Wikipedia). By the time this confident ad was being run, Rich Manufacturing had been folded into Celfor and the company became part of a new corporation, Clark Equipment-named after Eugene Clark- who went on to became a major builder of forklifts and other material handling equipment.
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I sold constuction and industrial tools for over 40 years. First with a distributor and then as a manufacturer rep. We sold several lines of drill bits. I was constantly asked how much was a drill bit. My reply was, “are you buying bits or holes?” If you are buying bits, we have a 1/4” bit that’s 50 cents. If you are buying holes we have one that’s $2.50. The $2.50 one drills about 10x as many holes as the cheap one. Most times they still bought the cheapest ones we had. Their response was “ my guys just tear them up, lose them, and take them home anyway “. You can lead a horse to water but you can’t make them think…
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