Innovators Anonymous

Forming a habit can be necessary to meet a customer need Hi I'm Fabrice. Oh, like Febreze? Uh, yes, like Febreze This exchange happened quite often in the 2 years I lived in the States. I tell myself there's worst products to be associated with. At least Febreze, a "brand of household odor eliminators", is known for its nice smell! Most people in the US, and many elsewhere, know Febreze. It's one of P&G's most successful brands (over $1Billion in annual sales since 2011). What most people don't know, however, is that Febreze was initially a flop when it launched. I learned about this by reading The Power of Habit by Charles Duhigg The company had thought it hit the jackpot when it manufactured an innovative spray that instantly eliminates bad odors. The marketing team stocked the shelves of supermarkets, funded several campaigns and then waited for the sales to roll in... Then, nothing happened. Why? The answer came w...