Godiva’s Box That Keeps Giving is lighting up the advertising trade press. The campaign is a valuable example of using the product to spur a habit. The habit here is food gifting.
Here is how Paul O’Neill introduced himself to a crowd of Wall Street investors when he became the CEO & Chairman of Alcoa in 1987:1
“Today, I want to talk to you about worker safety… I intend to make Alcoa the safest company in America. I intend to go for 0 injuries,” he told the Manhattan ballroom.
– The Power of Habit
The investors were dumbfounded because he did not talk about profitability – only safety. A year later, Alcoa’s profits hit a record high. When O’Neill retired in 2000, Alcoa’s market capitalization had increased by $27B. Someone who invested $1M in Alcoa would have earned $1M in dividends, and the value of the shares would have been $5M when O’Neill left.2
In 2010, I started a company that forever impacted how I approach product marketing. The company sold data, specifically sales prospecting lists for B2B marketing technology companies. Instead of simply delivering CSV files, our data was packaged in a web app that customers could use to interact with the data. The interface was original. Early feedback from customers indicated they were eager to use it. But, the heat was about to rise.