The Power Of “What’s New?”
“We can invent faster than they can copy.”
- Ray Kroc
The greatest marketer of “fads”, Ken Hakuta, told SUCCESS MAGAZINE “Colgate came out with a toothpaste pump first, and Crest had to follow the leader. But who’s to say that the pump is any better than the tube? The important thing is that it’s different. In my ‘fad marketing strategy’, the pump would be only the first of many changes. A year later I might introduce different flavors; after that, toothpaste dispensed from an aerosol can. A year later; different flavors.” Ken understands that products and businesses must have a frequently changing answer to the question, “What’s new?”
