Cousins and Ford Motor Company

Ford by himself could not have managed a small grocery store and Cousins could not have assembled a child's kitty car. Yet together they built an organization that astounded the world. When Alexander Malcomson sold a close acquaintance a Model A at a discount which is a practice forbidden by Cousins, the founder of the company found himself so flangly berated that he made up the difference out of his own pocket. Henry Ford believed exactly the opposite. Make the car cheaper, not more expensive. You'll do better selling lots of low price cars to farmers and shop clerks than you will a few lavish ones to millionaires.