©2013 INSEAD Case Study
In 1970 a 3M chemist, developed a new glue that was not very adhesive. Eventually, other 3M colleagues started using bookmarks made with the unsticky adhesive and were soon asking for more product “samples”. As usage quickly spread within the 3M Product Development Laboratory, it became clear that these unsticky notes were a very useful office product. The Post-it® Note was born. But at first, it generated little customer interest or sales. This case tells the story of how 3M convinced customers that they couldn't do without those little unsticky notes.
Pedagogical Objectives: How to create a market for new and innovative products