Daily Archives: August 7, 2012

WHAT’S THE ROI ON CREATIVITY?

Kutol was a Cincinnati based soap company.
In 1933 they were in deep trouble and going under.
A young accountant, Cleo McVicker, was trying to drum up orders.
He asked Krogers, a chain of grocery stores, what they needed.
They said they needed wallpaper-cleaning putty.
Without thinking, McVicker said his company made the best wallpaper-cleaning putty.
And he signed a contract to supply 15,000 cases.
Then he had to find out what wallpaper-cleaning putty was, and how to make it.
In those days all homes were heated by coal fires.
This left a residue of soot on the wallpaper.
You couldn’t rub it off because this would just smear it all over.

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