Imagine: How Creativity Works
“It had developed color-safe detergent and designed a quilted paper towel that could absorb 85 percent more liquid than other paper towels. These innovations weren’t lucky accidents: Procter and Gamble was deeply invested in research and development. At the time, the corporation had more scientists on staff than any other company in the world, more PhDs than the faculties of MIT, UC-Berkeley, and Harvard combined.
And yet, despite the best efforts of the chemists in the household-cleaning di...vision, there were no new floor products in the pipeline. The company was still selling the same lemon-scented detergents and cloth mops; consumers were still sweeping up their kitchens using wooden brooms and metal dustpans. The reason for this creative failure was simple: it was extremely difficult to make a stronger floor cleaner that didn’t also damage the floor.
Although Procter and Gamble had invested millions of dollars in a new generation of soaps, these products tended to fail during the rigorous testing phase, as they peeled off wood varnishes and irritated delicate skin.MoreLess
And yet, despite the best efforts of the chemists in the household-cleaning di...vision, there were no new floor products in the pipeline. The company was still selling the same lemon-scented detergents and cloth mops; consumers were still sweeping up their kitchens using wooden brooms and metal dustpans. The reason for this creative failure was simple: it was extremely difficult to make a stronger floor cleaner that didn’t also damage the floor.
Although Procter and Gamble had invested millions of dollars in a new generation of soaps, these products tended to fail during the rigorous testing phase, as they peeled off wood varnishes and irritated delicate skin.MoreLess
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