Introduction: Where the Money Is

Abstract

“Go where the money is.” This pithy way to navigate should be obvious to any marketer worth his or her salt. It’s known as “Sutton’s Law,” and it comes to us out of the Great Depression, by way of a colorful character known as “Slick Willie” Sutton. Sutton was a prolific bank robber known for his immaculate dress, quick wit, and gentle manners. Although the sheer number of heists he pulled off made bank thieves like John Dillinger look like amateurs, Sutton never engaged in violent behavior. Sutton is best remembered today for his reputed answer to a question from the reporter Mitch Ohnstad: Why do you rob banks?