Journal #2 What was the greatest invention that changed the world?
8+1 marketing lessons to learn from the world’s greatest invention
-
Upload
karl-filtness -
Category
Marketing
-
view
276 -
download
0
Transcript of 8+1 marketing lessons to learn from the world’s greatest invention
You’ve probably never heard of him
@karlfiltness
But he’s the guy who is behind the invention that every other innovation is compared to
SLICED BREAD
But he’s the guy who is behind the invention that every other innovation is compared to
You’ve probably never heard of him
@karlfiltness
Otto started hearing constant complains from
about cutting numerous slices of bread every day
Housewives@karlfiltness
Stale bread needs sharp knives
injuriesBread was hard to slice, it was time-consuming and often ended up in
@karlfiltness
Rohwedder really thought he was on to something
His next step was
Data driven wasn’t a marketing
term yet but they still did it @karlfiltness
30 000He gathered
answers
about the optimal
Thicknessof a slice of bread
@karlfiltness (What was it? Look at your toaster for a clue)
NO 2:Lesson
Think about the end users, not the person who is giving you money
CUSTOMERSResearch and understand your
@karlfiltness
Slicing is easy
The realProblem
was preserving
Freshness(Yes, there was a time before additives)@karlfiltness
hatpins and rubber bands
The first solutions for keeping the loaf together were
(They didn’t work)
Photo: Per Lindberg, Länsmuseet Gävleborg@karlfiltness
NO 3:Lesson
You probably won’t get it right the first time. Test, fail, try again.
DELIVERThink how to
solution/message
@karlfiltness
Perseverance
After the fire he slowly gathered new funds to support his family and slicing business
Otto had
@karlfiltness
He wrapped loaves in to
Wax PaperIt kept the slices together and prolonged freshness
Everyone hates stale bread@karlfiltness
ProblemThere was only one tiny
no bakery wanted the machine
it was too big, complex and
expensive
We have always done it this way!@karlfiltness
NO 4:Lesson
the product won’t sell itself Even if it is groundbreaking
BENEFITSsell the
And Market the possibilities
@karlfiltness
BankruptFrank’s bakery was almost
He reluctantly bought the first slicing machine in 1928
so he had nothing to lose
@karlfiltness
The invention was praised
The greatest forward step in the baking industry since bread was wrapped
“
”@karlfiltness
Which was later coined in to the modern version:
The greatest thing since sliced bread
“
”@karlfiltness
80 %
By 1933, almost every bakery had a slicing machine
of bread produced in America was sliced
@karlfiltness Photo: DeGolyer Library, Southern Methodist University
rohwedder disrupted the bakery industry
Photo: DeGolyer Library, Southern Methodist University
5 yearsIn
“Slicerization” = The Original Uberization
@karlfiltness
NO 6:Lesson
Tweak the angles until you find the right way to deliver your message
VISIONBelieve in your
@karlfiltness
In 1943, sliced bread was
(The wrapping was thicker than unsliced bread)
Bannedbecause of wartime conservation
@karlfiltness
UproarIt lead to a social
“I should like to let you see how important sliced bread is to the morale and saneness of a household.”
@karlfiltness (when mama ain't happy, ain't nobody happy)
NO 7:Lesson
CUSTOMERShave always had the power
this is not exclusive to social media, it is only easier now
@karlfiltness
Ban was liftedLess then three months later the
The official reason was “not so much savings as we expected”
@karlfiltness
Grew
Bread became easier to eat and the consumption
This lead to the popularity of toasters, jam and peanut butter
@karlfiltness
TrailblazerThis is the path of a true
Rohwedder’s obsession lead to new unchartered possibilities
@karlfiltness
TELL A STORY
DEFINE THE NEED UNDERSTAND YOUR CUSTOMERS DELIVER YOUR MESSAGE SELL THE BENEFITS UTILISE YOUR NETWORK BELIEVE IN YOUR VISION CUSTOMERS HAVE THE POWER TREAD YOUR OWN PATH
1. 2. 3. 4. 5. 6. 7. 8.
RECAP
@karlfiltness
Press sharespread the word about Otto and slicerization
@karlfiltness
Did you like this story?
Yep, that’s me
questions? Tweet Me or add a comment
Who am I? Check out my LinkedIn Profile