Watching the Discovery Channel’s nature series, I’m struck by the adaptive strategies all around us.  In every aspect of the natural world we inhabit, plants and animals adapt – or die.  It’s not the strong that survive (think Tyrranosaurus Rex);  it’s those that adapt as the environment changes. Don’t get me wrong, strong can be good.  But flexible is better.

So I went web-surfing, looking for a company whose history demonstrates the interdependence between sustainability and adaptation.  Few are better known than the Singer sewing machine company.

Here’s what I learned…

Singer began in America in 1851, less than one year after Isaac M Singer spent 11 days and $40 to develop the world’s first practical sewing machine. Two years later, Singer was the leading manufacturer and marketer of sewing machines in the United States.  By 1855, Singer was the world’s largest sewing company and beings overseas expansion, starting in Paris, France.

But the endurance of this company is not simply about the creation of an innovative product. Singer pioneered mass marketing and advertising, necessary to address the prejudice of the times that women were incapable of working machinery (or that it was improper and unwomanly for them to do so).

Sales and marketing strategies were key to Singer’s adaptation and success.  In 1856, with sewing machines prices over $100, Edward Clark of Singer created the first “rent-to-own” offer, initiating the first installment selling/time payment plan so women with even meager income could own a Singer.

The same year, Clark (Singer’s business innovator/partner) developed and offered a trade-in plan:  any customer could bring in an older Singer – or any competitor’s sewing machine – in exchange for a $50 credit towards a new Singer.  A side benefit of this new business strategy is that it prevented the rise of a second-hand market for used sewing machines.

During this first decade, Singer also developed “franchising” to increase distribution of his sewing machines.

By 1863, Singer held 22 patents.

In 1870, Singer’s Red “S girl” trademark debuted, destined to become one of first and best known logos in the world.

By 1991, Singer celebrated 140 years of innovation and went public with an initial public offering of 16,239,300 shares.

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