Encourage Abuse, or Solve a Problem

Discarded gum stuck to the sidewalk is not a fashion statement, but creates a new idea

Had an epiphany today walking back from a meeting in downtown Hartford. As I walked past CityPlace I couldn’t help but notice all of the discarded chewing gum detritus that added a not-so-favorable patina to the once pristine sidewalks. I thought to myself, here is a problem that can be solved. Why hasn’t anyone invented (or marketed well) a chewing gum that disintegrates or dissolves after it has been discarded? And even better, while it’s dissolving, its chemical components react to whatever surface its on and sterilize it. With a world so sensitized to environmental responsibility this seams like a win. Think of it, a gum that not only whitens your teeth, freshens your breath, but cleans up the environment.

Argument: “Wouldn’t that encourage people to just spit out there gum wherever and not dispose of it properly?”

Counter: “They already are spitting it out, look around”

So, why not turn this into an opportunity to create a new product with a real benefit. And use this opportunity to claim that so important prime shelf-space and a warm spot, not just in our mouths, but in our hearts.

Take a look at your own organization, the things you observe that might look like misuse of your product or service. Maybe, if your customers are doing it anyway, they are trying to tell you something. There might be an opportunity there.

Written by: Brent Robertson

Email the author: brentr@fathom.net

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