Seizing the White Space: Business Model Innovation for Growth and Renewal

FOREWORD

Since its beginning as a partnership between a candle maker and a soap manufacturer in 1837,Procter & Gamble has been a product innovator. Ivory (“the soap that floats”) was invented in 1879; Dreft, the first synthetic laundry detergent,in the depths of the Depression in 1933; Tide, the first heavy-duty laundry detergent, in 1946; Crest, the first ADA-approved fluoride toothpaste, in 1955. Pampers, the first disposable diaper, was introduced in 1961; Pert Plus, the first combined shampoo and conditioner, in 1986; the Febreze fabric freshener and Swiffer mop in 1998; Crest Whitestrips, the first mass-market in-home tooth-whitening system, in 2001.

So it’s not surprising that most people think the secret to P&G’s success has been ...