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

She explained how the airway, in response to certain “triggers,” becomes constricted, inflamed and lined with excessive amounts of mucus. In essence, what starts as shortness of breath and wheezing can become life-threatening as the airway gets smaller and smaller. “It’s like trying to breathe through a tiny straw,” she said, “and sometimes the straw can become completely closed. The kid can’t breathe, the parents freak out and it gets very serious.”