Here's a lesson in longevity, so take notes.
Grab the nearest pen from your desk, bag, or junk drawer. There’s a good chance it’s a Bic Cristal, the ubiquitous ballpoint launched in 1950 by Marcel Bich. Since then, BIC has sold over 100 billion worldwide. The product even has a place in the Museum of Modern Art’s permanent collection.
Today, BIC is known for three product categories: stationery, lighters, and razors. But a look back at the company's 70-year history offers a case study in the value of sustained focus, and the dangers of straying from the path.
