~ THE SHOE POLISH STORY ~
Once upon a time there was a brand of shoe polish called Shinola. The brand was very popular in the U.S. during the early to mid 1900s, and enjoyed the shine of success.
A phrase coined during World War II, ‘You don’t know sh*t from Shinola’, immortalised the brand's name in colloquial English. Alternative phrases to describe someone of poor judgement or knowledge, such as ‘You don’t know crap from Crisco’, waxed and waned – nevertheless, sh*t and Shinola stuck.
Flushed with sales Shinola was on a roll, but the days of good shoe polishing people calling its name were numbered. By the end of the war, the well-worn phrase was tragically cut short to ‘You don’t know sh*t’. And to add insult to injury, Shinola became the number one euphemism for a number two.
In the end, sales of the shoe polish dried up. Why? Because Shinola didn't know sh*t from itself. After years of neglect the brand became tarnished and its loyal customers no longer saw themselves reflected in its little black tin. If only Shinola had found someone with the gumption to help restore its lustre. Someone who could have cut through and helped the brand appear relevant and special again.
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If you’re looking for a brilliant professional polish for your product, service or organisation, give Sheldon a try. He’s been helping brands put their best foot forward for over 25 years, providing strategic and creative services that help them stand out, connect and prosper.