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Breakthrough! by Steve LANCE, Paul KURNIT

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19

Management Buy-In

IN THE MID-1960S Gillette launched a new cartridge-type razor system. The “blade” was a piece of wound thin steel inside the cartridge, and you rotated a new part of the wound steel band into place whenever you wanted to “change” blades.

For months, the marketing team and the agencies worked on names for the product: band-o-matic, band-shaver—there were literally hundreds of suggestions. Finally (we were told), the CEO of the company attended a meeting, and after listening to the suggestions, announced his own idea. It was Tech-matic, which, of course, became the name of the product, even though it had little or nothing to do with the actual device. Make no mistake whose vote counts most.

Okay, everyone is now very excited. ...

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