Word: bigs
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Dates: during 1940-1949
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...long, thin molecules linked together crosswise, roughly as the side pieces of a long ladder are linked by the rungs. The chemists found that if they broke the cross links chemically, the wool was much easier for the moths to digest. The links, apparently, were the moths' big problem. So the chemists reasoned that if the links were made stronger, the moths might not be able to digest the wool...
...yoke −had achieved a utilitarian perfection of design. In essence, industrial design was a brave attempt to bring the same simplicity to all the goods and tools of modern living. The depression, when industrialists were willing to try anything to boost sales, gave the designers their first big chance to show what they could...
Today, the infant art of industrial design is fast becoming as potent a sales force as advertising. Many big companies, like General Motors, General Electric and Westinghouse, have long since built up design departments of their own, but smaller companies, who cannot afford to do so, must depend exclusively on freelance specialists like Loewy...
Says the boss, who takes on jobs for as little as $500 or as much as $200,000: "If you want me to do a big thing like a tractor-there are so many obvious things you could do to make it better-looking that I would take it for very little. But if you want me to redesign a sewing needle, I'd charge $100,000. After all, how can you improve a needle? It's like the perfect functional shape...
...answer is in the sales. While most other independent car-makers were having rough going, Stukebaker sold more cars in September than any month in its history. From receivership less than 15 years ago, Studebaker has climbed back, is now the biggest independent-a smaller fourth to the Big Three...