Gillette Archive

Gamesmanship

It’s like playing chess only with companies. Quick story: In the 80’s Gillette and BIC battled out market share for the disposable lighter. They each had their own product, and each tried to outsell and out perform the other. Gillett’s solution to compete with BIC was to completely stop making lighters. Let me repeat. In order to make more money, they would make less product. So …