Xerox’s Genius

October 7th, 2010 by Bob Bly

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.”

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38 responses about “Xerox’s Genius”

  1. Kyle Tully said:

    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.

    Cheers
    Kyle

  2. Commercial Photographer said:

    I don’t know. Does not sound very convincing to me…

  3. Dave Saunders said:

    I love it. Tell people what to expect and things go so much better.

  4. Gyles said:

    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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