Reading in Antiques and the Arts Weekly about the current exhibit, “Wedgwood: 250 Years of Innovation and Artistry,” at Washington’s DAR Museum, led me to think about the lesson the pottery’s founder, were he alive today, could teach many antiques dealers (and show promoters, myself included).

As the exhibit’s title makes clear, Wedgwood—like most successful companies—never stopped innovating. The habit began with Old Josiah himself; in fact, Josiah Wedgwood embodied innovation.

Among his many brainchildren were a kiln-safe thermometer; a durable version of creamware he baptized “Queen’s Ware;” his company's hallmark product, jasperware; the flagrant use of celebrities in advertising; the promise of free delivery to customers' homes and businesses; the money-back guarantee; even employer-provided healthcare for the factory workers.

Wedgwood knew a whole lot about craft and form and aesthetics.  But he also understood a fundamental business necessity. To survive and prosper, you have to experiment—even at the risk of failure. Otherwise you expose yourself to a whuppin' by your competitors.

When I listen to dealers grousing about today’s tough business conditions—and they are tough, really tough, for all of us—I often think of that clichéd definition of insanity, “Repeating the same technique over and over, but expecting different results.” Old Josiah Wedgwood would be laughing at us.