Harvard prof Theodore Levitt once said, “People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.” Clayton…
Innovation
Product innovation is the lifeblood of consumer goods companies. And I’ve spent my career using communication to maximize business and brand…
Lately I’ve seen writing that suggests retailers can’t win long term competitive advantage with products. To be fair, retail IS incredibly complicated and…
Companies spend millions creating innovative products hoping to build a secure future. Then most often they introduce those products to market…with ineffective communication. These days…
When it comes to innovative products, DirecTV is a fascinating case study. In the mid 1990s, I was part of…
When I attended the National Hardware Show in Las Vegas recently I was hoping to find a good display of…
This original article appeared in the March 2016 edition of Response Magazine. It is slightly modified. Longer TV spots —…
A week ago I returned from my trip to the International Housewares Show in Chicago. The show remains quite vibrant…
Always fascinating to see an ad fail and ponder what might have led up to it. We recently noticed that…
I’ve spent a career introducing innovative new products at retail and know how challenging it is to make them succeed. And today, as…