Exploiting Chaos

150 Ways to Spark Innovation During Times of Change

150 Ways to Spark Innovation During Times of Change - an award-winning business innovation book by Jeremy Gutsche, CEO of Trend Hunter

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A BIT OF HISTORY Reinvent what people want ERAS OF CHANGE give birth to unconventional ideas. In 1913 R.J. Reynolds rolled out one of these ideas: the prepackaged cigarette. There was widespread belief that this idea would fail; aſter all, the act of rolling cigarettes was part of a seductive ritual for many smokers. Would people trade quality and tradition for cheaply packaged goods and convenience? 22 Undaunted, Reynolds created a marketing machine to birth his new idea. The company launched their new product with one of the first ma- jor "teaser" campaigns in American history. Their mysterious slogan, "the camels are coming," bubbled throughout the media. The camels are coming? What the hell does that mean? When the product first hit shelves, a circus camel named "Old Joe" was escorted through city streets to hand out free cigarettes. Within a year, Reynolds sold 425 million packs, making his idea the most remarkable breakthrough in the history of consumer products. For the next 15 years, nothing seemed more rewarding than the puff of a seemingly healthy un- filtered Camel cigarette. "Is enjoyment good for you? You bet it is." Today this advertising copy seems preposterous, but the success story is eye opening. Revolutionary ideas defy the mold of convention.

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