Once there were two companies who competed each other on selling toothpastes and toothbrushes for adults.

After a few years of remaining in the business, they decided to come out with a toothbrush for kids. They were well aware of the fact that the company who would come out with the product first would have a higher probability of dominating the market.

Instead of investing time in field research, the first company logically deduced that since adults have big hands, they use long and thick toothbrushes whereas kids have small hands so they would use small and thin toothbrushes. Thus in order to retain its dominance in the market, they crafted a kid’s toothbrush in a matter of two weeks and launched it in the market.

On the other hand, the second company did extensive field research. They invited hundreds of kids and observed the way they held the toothbrush in their hands and the manner in which they brushed their teeth. Interestingly they found out that kids clung the toothbrush instead of holding it with their fingers like adults.

Thus instead of making a small and thin toothbrush like the first company, they made a regular size toothbrush along with grooves that made it easy for kids to hold it with their fingers and brush their teeth efficiently.

As a result of this, the second company sold a record number of toothbrushes and dominated the market for more than a year.


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