Rita McGrath

And then you use your armies of marketing people to get these things in just the right places in the retail store. And in 1990, when they first introduced the sensor, this was revolutionary. The technology was patented. Nobody else could do it. By 2010, when this conversation happens, the world has changed completely.

Other companies had shown that direct-to-consumer could work, which is a company shipping stuff directly to your door and developing a personal relationship with you. Don't forget, Gillette's main relationships would be like with Walmart, right? They don't actually get all the way to the end customer. And so it gives those DTC, as we call them, companies a big advantage.

Other companies had shown that direct-to-consumer could work, which is a company shipping stuff directly to your door and developing a personal relationship with you. Don't forget, Gillette's main relationships would be like with Walmart, right? They don't actually get all the way to the end customer. And so it gives those DTC, as we call them, companies a big advantage.

Other companies had shown that direct-to-consumer could work, which is a company shipping stuff directly to your door and developing a personal relationship with you. Don't forget, Gillette's main relationships would be like with Walmart, right? They don't actually get all the way to the end customer. And so it gives those DTC, as we call them, companies a big advantage.

And he had quite a bit of experience with wholesaling, with retailing, and Dubin knew the power of the internet. So it was that kind of magical moment where the possibilities have really changed. And now you could see a niche in the market where you could actually create something that was entirely new.

And he had quite a bit of experience with wholesaling, with retailing, and Dubin knew the power of the internet. So it was that kind of magical moment where the possibilities have really changed. And now you could see a niche in the market where you could actually create something that was entirely new.

And he had quite a bit of experience with wholesaling, with retailing, and Dubin knew the power of the internet. So it was that kind of magical moment where the possibilities have really changed. And now you could see a niche in the market where you could actually create something that was entirely new.

They ignored them.

They ignored them.

They ignored them.

um gillette's position now you know as you said in the introduction um if you've had a smooth ship for a long time i mean if you're an executive at gillette at that time what are you thinking about you're thinking about two blades versus three blades three blades versus four you're thinking about how much ad placement do i place in television right because we hadn't yet realized television is kind of on the way out in terms of reaching lots of people especially young people um so your whole mental capacity is taken up with those kinds of questions you're not

um gillette's position now you know as you said in the introduction um if you've had a smooth ship for a long time i mean if you're an executive at gillette at that time what are you thinking about you're thinking about two blades versus three blades three blades versus four you're thinking about how much ad placement do i place in television right because we hadn't yet realized television is kind of on the way out in terms of reaching lots of people especially young people um so your whole mental capacity is taken up with those kinds of questions you're not

um gillette's position now you know as you said in the introduction um if you've had a smooth ship for a long time i mean if you're an executive at gillette at that time what are you thinking about you're thinking about two blades versus three blades three blades versus four you're thinking about how much ad placement do i place in television right because we hadn't yet realized television is kind of on the way out in terms of reaching lots of people especially young people um so your whole mental capacity is taken up with those kinds of questions you're not

looking for what's the hot new thing that might introduce a completely different variable into your sales process.

looking for what's the hot new thing that might introduce a completely different variable into your sales process.

looking for what's the hot new thing that might introduce a completely different variable into your sales process.

Oh, they loved it. This thing went completely viral on YouTube. And as you probably could hear, Mike's a very... personable guy. He's very approachable. And when you think about most of corporate America television ads, you know, they've been run through the PR department and legal and compliance.

Oh, they loved it. This thing went completely viral on YouTube. And as you probably could hear, Mike's a very... personable guy. He's very approachable. And when you think about most of corporate America television ads, you know, they've been run through the PR department and legal and compliance.

Oh, they loved it. This thing went completely viral on YouTube. And as you probably could hear, Mike's a very... personable guy. He's very approachable. And when you think about most of corporate America television ads, you know, they've been run through the PR department and legal and compliance.

And, you know, they're not really speaking directly to you, the customer, whereas Mike was a master of that and did so for a long time. So this was really his first introduction to the main stage of speaking directly to his target audience, which were younger men, Right. And Mike also realized that a lot of these young guys were very frustrated at the experience Gillette was offering.