Nobody likes to fail. But when it comes to direct-mail efforts, lessons that arise from stunning failures often can lead to stunning success

By Margaret Battistelli Gardner

This particular tribe (let’s call them the Kavira Tribe) recently had transformed from hostile and warlike to peaceful and seeking spiritual help. It was an irresistible story. I even remember my opening sentence: “Three years ago, if you’d visited the Kavira Tribe, they would have greeted you with a quick spear-thrust through your neck.”