Emulation: Unmasking the Motives Behind Users Adopting Goods
In the world of product innovation, sometimes the most successful outcomes are those that stray from their original purpose. This article explores three such examples: the Post-It note, Viagra, and Listerine, all of which have found their fame through temporary appropriation and subversion.
The Post-It note, initially invented as an extra-strength glue, failed to deliver its intended strength. However, its weak adhesive properties led to its unexpected use as a bookmark by its inventor. This detour ultimately resulted in the creation of one of the world's most successful products.
Similarly, Viagra was originally developed to treat hypertension, angina, and other heart diseases. However, during testing, it was discovered to have an unintended effect on erectile dysfunction. This accidental appropriation, considered one of the most successful in history, transformed the medication into a widely used treatment for the condition.
Listerine, too, has a fascinating history of appropriation. Originally marketed as a surgical antiseptic and a cure for gonorrhea 133 years ago, its use as a breath freshener didn't gain popularity until the 1920s. Today, it is a staple in many households worldwide.
While appropriation can lead to positive outcomes, it can also have detrimental effects for the designer, particularly when a product is subverted. Edward Snowden's exposure of GCHQ and the NSA for trying to subvert anti-virus software to insert their own viruses into people's systems serves as a stark reminder of this.
Positive emotions induced by ownership of a product can increase a user's loyalty to it. Using a product for ways contrary to its original purpose can confer a feeling of ownership on the user. This can be seen in the appropriation of a bed sheet over a window to block smoke or dust, a temporary measure that could potentially become permanent in dusty conditions.
Appropriation can extend or supersede the original use of a product, as demonstrated by the Post-It note's origin. Today, environmental sustainability goals, reducing production waste, and promoting circular economy practices have driven the reuse of products. Examples include refill stations for hair care products and sustainable product designs that facilitate repair and material recovery.
Products successfully leading to reuse-driven success in recent years include refillable packaging for consumer goods and sustainable product designs that facilitate repair and material recovery. The act of using a product for something it wasn't originally intended for can be a positive thing that encourages additional use of a product.
In conclusion, the stories of the Post-It note, Viagra, and Listerine demonstrate the power of appropriation and subversion in creating successful products. While it can have its challenges, the potential for innovation and success is undeniable.
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