"'Fly-fishing and direct-response retailing, Perkins says, 'are both games of inches. Success or failure is in the details.' In retailing the product has to be great. The pitch must be perfect ('Sometimes it's the difference of just one word in a catalog,' he says). And when you hook a customer, care must be taken to not lose him or her along the way."
Monte Burke profiles Orvis CEO Perk Perkins for Forbes magazine.
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