Xerox’s Genius

Xerox had a problem.

When customers pulled the seal from its toner cartridges, a small puff of toner escaped, which had consumers concerned.

Here’s the clever label Xerox pasted onto its toner bags:

“To ensure our cartridges are of the finest quality, we test each and every one before it leaves our factory. When you pull the toner seal, you may see a small puff of dust. This indicates the cartridge was tested and passed the Xerox performance specification.”


38 thoughts on “Xerox’s Genius

  • Hey Bob

    I love this kind of stuff. Brilliant.

    It’s all about setting and managing expectations.

    People will put up with almost anything if they expect it and you position it correctly.


  • Page 1 of the Apple playbook; it’s not a fault, it’s a feature. Who stole from who? I think Ug the stone tool maker had prior art; spear head flake when Ug use it so stay sharp for mammoth to kill . . .

    However, one hopes ALL examples gave a little puff, as otherwise a customer might think it’s absence was a sign it _hadn’t_ been tested.

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