"Why don't we just..."
are the most expensive words in business.
They are uttered when someone underestimates
the magnitude of a challenge or opportunity,
and wants to take "the easy way."
Stove Top Stuffing was first introduced, they
positioned it as a way to have stuffing without
having to roast a chicken or turkey. Under
that positioning, the product sold $17 million
someone came up with the idea of saying, "Stove
top Stiffing instead of potatoes." Overnight
it became a $100 million brand.
beer, a beer lower in calories and carbohydrates,
was invented by a man named Gablinger. So
Reingold Brewery introduced it as “Gablinger’s”
and positioned it as lower in calories and
carbohydrates. It bombed.
Then Meister Brau bought it, called it “Meister
Brau Lite” and positioned it as lower
in calories and carbohydrates. It bombed again.
Miller bought it, called it Miller Lite, but
this time they said, "Great taste. Less
filling." Overnight it grabbed a 10%
share of the multibillion dollar beer market.
got men to start using hair spray by saying,
“The wet head is dead. Long live the
got boys to play with dolls by calling its
someone is fighting hard for a few words,
your first reaction might be that they are
being unreasonable or stubborn. But you have
to allow that they’re fighting for a
difference that could mean millions.
for that difference.