Free-to-Fail
Remember Colgate Kitchen
Entrees?
Colgate began trading on the New York Stock Exchange in 1937. Fast forward 45 years to 1982 and Colgate
saw trends that supported the frozen food market. They entered - They failed. The data was correct but the brand was synonymous
with oral hygiene and the consumer couldn’t get past it. The brand was just too big!
This picture is worth a thousand words, for sure. Did Colgate's strategic move into the
frozen food business impact this innovative company? As
you can see, it’s an easy answer. Organizations, like Colgate, need to establish a creative culture, one that is free-to-fail; it can be a differentiator. Innovative companies “try” and sometimes they will fail but they embrace possibilities.
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