Josiah Wedgwood, Master Marketer

Waterford Wedgwood might not be in bankruptcy if Wedgwood's founder were still around. Even Merrill Anderson's newsletters may owe Josiah Wedgwood a debt.

Wedgwood, seen here as portrayed by Sir Joshua Reynolds, was a marketing genius. In a NY Times op-ed piece, Judith Flanders writes, "Most, if not all, of the common techniques in 20th-century sales — direct mail, money-back guarantees, traveling salesmen, self-service, free delivery, buy one get one free, illustrated catalogues — came from Josiah Wedgwood."