The Pyrex(R) measuring cup is a kitchen staple. There are, of course, competitors. But it's probably safe to say that this is one product that is owned by almost everyone who bakes or cooks, whether or not they own other measuring cups as well.
The story goes that the Pyrex people had found a way to improve the measuring cup, but before rolling out the new design they wanted to test it with consumers. In the focus groups, cooks and bakers confidently declared that they could not conceive of any way in which the measuring cup could be improved. They loved it just as it was.
This is what they pledged undying loyalty to ...
... until they saw this, the version made stackable through a change in the handle.
The new version solved a classic kitchen problem: space. But it's not a problem that the focus group respondents were focused on (sorry) because the topic was the measuring cup, not the kitchen. In that context, they couldn't recognize the opportunity until they saw the solution.
Since then, Pyrex has gone on to make many other improvements to the iconic measuring cup. For example, it now has read-from-inside graphics. (You can read about the latest here, if you're interested:
http://www.prnewswire.com/news-releases/world-kitchen-continues-to-inspire-home-cooks-by-adding-innovative-products-and-a-new-brand-to-the-mix-117516373.html)
Two insights:
1. Great marketing focuses on benefits. It reveals understanding of underlying issues and needs of consumers, even if the consumers don't at first recognize the problem(s) at hand. (Context is also vitally important. It seems to me that this is a topic for a different blog post so I will take that up soon.)
2. If you think you're perfect, or that your product or service cannot be improved upon ... you're wrong. There's ALWAYS an improvement, large or small, out there, waiting to be claimed.
