The Method Method: Seven Obsessions That Helped Our Scrappy Start-up Turn an Industry Upside Down by Eric Ryan & Adam Lowry

Author:Eric Ryan & Adam Lowry [Ryan, Eric]
Language: eng
Format: mobi
Publisher: Penguin Group
Published: 2011-09-15T04:00:00+00:00

ERROR AUTOPSY: WIPEOUT

The idea of launching wipes never sat well with us. Like its cousin, the paper towel, the wipe is a convenient form of everyday domestic life, but in exchange for saving seconds in the kitchen, they spend lifetimes in a landfill. Unfortunately, this product form is not going away anytime soon, so we figured that if consumers are going to insist on using wipes, let’s at least give them a better one. When first launched, our cleaning wipes were in a plastic hourglass-shaped canister. All the parts were recyclable, but there was a big footprint because of all the material in the packaging. With natural, compostable cloths and a biodegradable cleaning formula, they were better for the environment than the mainstream alternative. So we set out to make them even better for the environment. Or so we thought. Our solution was to replace the canister with a flat pack, like that in which baby wipes are normally packaged.

Care to guess which one’s greener? Technically, it’s the flatpak. The benefits of using a lot less packaging far outweigh the benefits of using recycled plastic. But you have to bring people along with you . . . and this time we didn’t. Some customers were confused about how the flatpak was supposed to work. Others just liked the hourglass container more. Many overlooked the new version altogether, searching for the hourglass container. The result: flatpaks flatlined, and our sales plummeted.

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