When Binney and Smith introduced Crayola crayons in 1903, there were 8 colors available, thus the iconic 8-pack box. Today, there are 120 color options.
There are about as many packaging options as well. A recent trip to Target featured an entire section of 8-pack crayons -- over 30 in all -- now cleverly marketed with child-appealing names. Instead of buying the 64-pack (which used to be the ultimate thrill), consumers today are encouraged to customize their colors by purchasing multiple 8-packs (@ .99 each) and putting them in the metal tin (@ $2.99) that looks like a Crayola box.
These "modern" 8-packs come with names such as: "Born to Rock", "Surfin' Safari", "Dinosaur Roar", "Pink Princess", "Cupcake My Day", "Over the Rainbow" and "Fruit-opia". But what colors are inside? Just various combinations of the same 120 colors which are available (for a lot less money) in the normal 64 pack.
The Crayola display causes me to have two thoughts as it relates to organizational life --
> What are you doing that you could package differently and re-purpose? Could you offer essentially the same services in a different way to create new interest and markets? How does what you name something allow it to be perceived as new and fresh? (If you have any doubt whether this matters, check out the crayon aisle next time you're at a Target.)
> People want to have choice. If they are willing to pay extra to create their own box of crayons, what opportunity does this create for your organization? Can you repackage some services and charge more for them by allowing customers to package a la carte?
Crayola 8-packs ain't what they used to be. Is your organization still only working with black, red and blue or have you moved on to provide inch worm, jazzberry jam, mango tango and wild blue yonder (the newest Crayola colors)? It's up to you to keep your palette appealing.
-- beth triplett
leadershipdots.blogspot.com
@leadershipdots
leadershipdots@gmail.com
(Crayola crayon color chronology at www2.crayola.com/colorcensus/history/chronology.cfm)
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