Shape of Things

A few years back, Douglas Rushkoff wrote a book called Get Back in the Box: Innovation from the Inside Out. In an article in Fast Company, he posited that most companies would benefit from sticking to their core competencies.  Key line:

“It’s as if companies can’t fathom that the most powerful link they have with their customers is their products themselves.”

Some examples he cites:

• Volkswagen of America abandoning minimalist “people’s” cars for luxury sedans and SUVs.  I’d add Porsche to the list for its foray into SUV land.
• The dubious wisdom of Hardee’s running a commercial featuring Paris Hilton eating one of its burgers while washing a car.
• The ex-CEO of the Gap focusing not on the clothes themselves, but on a hugely expensive, untargeted ad campaign.

A recent example is Noilly Prat. The venerable vermouth maker is reportedly changing its U.S. formula in an effort to gain traction as a standalone, light alcohol drink. Here’s what one expert said about Noilly Prat’s importance to the martini:

“Noilly Prat is a necessary component of a dry martini. Without it you can make a Sidecar, a Gimlet, a White Lady, or a gin and bitters, but you cannot make a dry martini.” — W. Somerset Maugham (1958)

Now, Noilly Prat, the perfect Tonto, the Robin of alcohol, the quintessential wing man, wants to go solo.  Note to NP: Before doing anything rash, think Art Garfunkel.  Think John Oates.  Return to the box and jump back in. Quickly, before too many people notice.