Kimberly-Clark
A consumer products maker whose brands include Depend.
Where Kimberly-Clark comes up1 book
- 1Buyer stays at homeThe existing substitute for the job
- 2Briefs look like underwearSilhouette looks normal, not like incontinence products
- 3Buyer fires staying homeCompetes with that choice, not rivals
- 4Silhouette earns $60 millionYear one; grew 30 percent in year two
From Kimberly-Clark, Depend Silhouette
What was said about Kimberly-Clark
Depend Silhouette won by replacing staying at home, not rival products. Depend Silhouette briefs look like normal underwear. They earned $60 million in year one and grew 30 percent in year two without hurting existing products.
Buyers fired staying at home, so the product competed with that choice rather than only with other incontinence products. The source uses this alongside the mobile phone replacing the wristwatch.
Ask what customers must fire to hire your product. Every job already exists, so hiring a product means dropping something, even if that something is doing nothing. Study those substitutes and the friction of leaving them.
Examples given: mobile phones led people to fire wristwatches, and Depend Silhouette buyers fired staying at home.
Competing Against Luck: The Story of Innovation and Customer Choice
Its Depend Silhouette briefs look like normal underwear and earned $60 million in year one. They grew 30 percent in year two without hurting existing products, and buyers fired staying at home.
Depend Silhouette won by replacing staying at home, not rival products. Depend Silhouette briefs look like normal underwear. They earned $60 million in year one and grew 30 percent in year two without hurting existing products.
Buyers fired staying at home, so the product competed with that choice rather than only with other incontinence products. The source uses this alongside the mobile phone replacing the wristwatch.
Ask what customers must fire to hire your product. Every job already exists, so hiring a product means dropping something, even if that something is doing nothing. Study those substitutes and the friction of leaving them.
Examples given: mobile phones led people to fire wristwatches, and Depend Silhouette buyers fired staying at home.
More in Other
OtherApple
A consumer technology company that makes the Mac, iPod, iPhone and software.
86 sources · 212 tips
OtherGoogle's web search product, now including AI Overviews, AI Mode and Lens.
53 sources · 103 tips
OtherGoogle Play
Google's app store for Android, with its own listing rules and search ranking.
18 sources · 49 tipsStandard Oil
John D. Rockefeller's oil refining company that came to dominate American kerosene and oil distribution.
5 sources · 48 tips
OtherIntel
A semiconductor company that made memory chips and the first microprocessor.
B12 sources · 23 tips
OtherTSMC
The world's leading contract chip maker, a pure-play foundry that manufactures chips for fabless designers.
6 sources · 32 tips
OtherTesla
An electric car maker that builds its own key components and factories.
14 sources · 23 tips
OtherSpaceX
A private aerospace company building reusable rockets, the Dragon capsule, Starship and the Starlink satellite network.
5 sources · 29 tips