The more the internet created options and competition, the more important it was for Grainger to position themselves as more than a parts supplier, but a culture who "Get's It Done.”

We explored various pathways into this position: (1) identifying with the customer’s often thankless job, to (2) their pedigree as “doers”, to (3) a keen understanding of how critical even the smallest part can be to operations, to (4) leveraging the distinctive box as a branding device.