The Big Idea - How Business Innovators Get Great Ideas to Market.PDF

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The Big Idea:
How Business Innovators
Get Great Ideas to
Market
Dearborn Trade Publishing
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Dedication
To R. Buckminster Fuller
This publication is designed to provide accurate and authoritative infor-
mation in regard to the subject matter covered. It is sold with the under-
standing that the publisher is not engaged in rendering legal, accounting,
or other professional service. If legal advice or other expert assistance is
required, the services of a competent professional person should be
sought.
Acquisitions Editor: Mary B. Good
Senior Managing Editor: Jack Kiburz
Interior Design: Lucy Jenkins
Cover Design: design literate, inc.
Typesetting: Elizabeth Pitts
2002 by Steven D. Strauss
Published by Dearborn Trade Publishing, a Kaplan Professional
Company
All rights reserved. The text of this publication, or any part thereof, may
not be reproduced in any manner whatsoever without written permis-
sion from the publisher.
Printed in the United States of America
02030410987654321
Library of Congress Cataloging-in-Publication Data
Strauss, Steven D., 1958 –
The big idea : how business innovators get great ideas to market /
by Steven D. Strauss.
p. cm.
Includes bibliographical references and index.
ISBN 0 -7931- 4837-5 ( pbk. )
1. New products — Marketing. I. Title.
HF5415.153 .S768 2002
658.5
′
75 — dc21
2001004758
Dearborn Trade books are available at special quantity discounts to use
for sales promotions, employee premiums, or educational purposes.
Please call our Special Sales Department to order or for more informa-
tion, at 800-621-9621, ext. 4307, or write Dearborn Trade Publishing, 155
N. Wacker Drive, Chicago, IL 60606-1719.
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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Contents
Preface vi
1. The Impossible Dream 1
Vive la France
The Story of Tef lon 2
Lazy Bones Jones
How the Remote Control Came to Be 8
Velcro
Re-creating Nature’s Velvet Crochet 14
From Radar Waves to the Radar Range
The Surprise Discovery of the Microwave Oven 19
The Great Pumpkin Center
Birthplace of USA Today 25
2. Radicals in Blue 33
Guinea Pig B
The Experiment That Created the Geodesic Dome 34
A Growth Industry
The Revolutionary Development of Viagra 42
Educating a Nation
The Difficult Task of Bringing Tampax to Market 47
From a Cocktail Party to the Moon
Silly Putty’s Wild Ride 55
iii
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iv
Contents
3. If You Build It, They Will Come 63
Divine Intervention
The Inspiration for Post-it Notes 64
Here Kitty, Kitty
Creating a Demand for Kitty Litter 69
The Mach 3 Razor
The Tall Task of Replacing the Best a Man Can Get 73
It’s Party Time
The Remarkable Marketing of Tupperware 79
Brushing Up
Convincing America of the Benefits of Crest 85
4. Money, It’s a Drag 91
Bottoms Up
Diapering a Nation with Pampers 92
The Third Time’s a Charm
The Evolution of the Palm Pilot 96
All in the Family
Funding the Production of Trivial Pursuit 106
A Stroke of Genius
Liquid Paper’s Artistic Beginnings 113
5. The Best Laid Plans of Mice
and Men 121
Pong
Giving Birth to a Video Nation 122
Cola War Casualty
The Backlash Against New Coke 128
Mismanaging Innovation
The Collapse of DeLorean 138
Lisa
Computing’s Most Innovative Failure 144
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