Direct-marketing legend Lester Wunderman has installed shoji screens on the windows in his New York office so he can't look out -- what he sees is "this great light." The screens help him achieve an "in-look" as opposed to an "out-look." And, as Robert Frost said, that has made all the difference. The founder of Wunderman Ricotta & Klein in 1958 is responsible for such seminal direct-marketing innovations as the 1-800 toll-free number for ordering merchandise, the magazine-subscription card and the first custom-rewards program.
