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Brands That Dream: Only Companies That Dream Stand Out by Elisenda Serra Masip, Xavier Oliver Conti

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2. Surprise #2: The Four Paths to Differentiation

Innovation

In 1901 a revolution forever changed the male personal hygiene routine when prosperous U.S. businessman K.C. Gillette patented and marketed the first disposable blade razor.

The first ads for the new Gillette Blue razors were clear: “No stropping. No honing” (i.e., “no need to polish or sharpen”).

Until then, men spent a considerable amount of time caring for their shaving tools – mainly polishing and sharpening the edges of the razor or of the fixed blade, which also had to be greased to prevent rusting over time. The other option, slower and more expensive but safer, was to visit the barber.

Suddenly, Gillette offered a third option: forget polishing and sharpening your blade; forget ...

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