Category: product

career, innovation, invention, New York City, product, product development, women

Zakkerz: women of New York, save your pants

Christa Avampato

A professor at my business school teaches a new product development class and her first set of advice to her students is, “if you want to create a new product, think about what gives you pain in your life. And then find a way to solve it.” Chances are if it’s causing you pain, it’s causing others pain, too. The ladies who invented Zakkerz did just that.


It’s a simple product: a pair of strong magnets wrapped at opposite ends of a piece of fabric used to hold pant cuffs in place. “Who needs that?” you may be wondering. Every working woman in New York City, and every other city in this country where commuting to work by public transportation is necessary. I recently gave up a job in New Jersey and the associated commute by car, to work downtown and commute by subway. Great for my quality of life, bad for the hems of my pants. I put on my sneakers or my Privos to get to work – problem is my pants are hemmed for heels. Enter Zakkerz. I cuff my pants, snap on a set of Zakkerz per pant leg, and off I go. 

I just had dinner with some girlfriends having this same exact problem I was having, and recommended the product to them. So simple, and yet so ingenious. It’s products like this that make me wonder, “now why didn’t I think of that?” I’m glad someone did.  

Get a pair for yourself, available in a variety of colors, at http://www.zakkerz.com/index.html
career, creativity, job, product, productivity, work

Moving forward from where you are

Christa Avampato

I’ve been really frustrated as of late by a project I just took over from a colleague. I have been dwelling on the phrase “At the beginning, we should have…” And you know what? It’s not productive. It’s actually counter-productive and it’s wearing me down. I’m sick of hearing myself talk about how frustrated I am. Imagine how my friends and family feel?


I woke up a little yesterday after an email from my mom. My best friend from childhood just lost her 27 year old cousin to cancer. My very dear friend, Ken, just had to put his mom into hospice. I have friends that are losing their jobs thanks to this financial crisis we’re now in, and they don’t know when they’ll be seeing a paycheck again. And I’m whining, literally whining, from my comfy couch in my comfy apartment after a day of work at a great company with a great brand. At the moment, I can’t stand myself. As my friend Kelly says, “I need to give myself a “cut it out.” “

By being so stuck on what other people should have done or should have considered,etc., I’m not moving forward. I’m treading water and quite frankly doing a lousy job of it. Now ,to be fair to myself, as my mother would ask me to be, I want to make sure these learnings are captured and put to good use in the very-near future. Yep, there were definitely mistakes that were made at the start of this project 6 months ago. And we’re paying a big price tag, literally and figuratively. No doubt about it. But I can’t change those mistakes. They’ve been made and we have to go from where we are. I’ve got the project now and no matter what the earlier decisions, I need to keep driving forward, eyes on the prize – which is straight ahead, not in the rearview mirror. 

I find an area that needs improvement, I jot it down, and I keep moving. I have to keep moving. My whining and internal negativity is weighing me down, in a time when I cannot afford the extra mental pounds. I need to get this project out the door so I can move on to other projects where I will be able to start from the beginning and draw on the learnings from this current project. 

We all learn by doing, and in the doing, we screw up now and then. It happens to all of us, regardless of intelligence or experience or motivation. It’s all part of the process, and if you don’t let the process play out, you are doomed to remain in it like a hamster in a wheel. And who wants to keep treading the same ground again and again when there are so many places to see?! 

friendship, innovation, New York City, product, retail

Exchange: Honda for Granny

Christa Avampato

Recently I was visiting my friend Moya in Washington, DC. One of her roommates was running out to the store and taking the Granny cart with her. One of those rickety metal bin type things with wheels that look like they are about to fall off at any moment. Clunky, and too expensive if you ask me, but they get the job done when one if car-less with arms full of stuff.  


As I was cutting up mangoes for the fruit salad I asked Moya why in the world someone doesn’t invent a better Granny cart that doesn’t make everyone who owns one feel like a loser. She stopped mashing up the avocados for the guacamole, looked over at me, and said, “I nominate you.” And then she went back to her guacamole. 

I have been thinking about this now for weeks. I was toddling around the Container Store this weekend because I am on the brink of trading in my beloved Honda which has seen me through more moves than I care to admit, and many a tough time. I’m joining the legion of Granny cart owners in NYC – and those metal rickety things are indispensable here. You must have one for laundry, groceries, etc., unless you are fortunate enough to have some big hulk-y man follow you around for the express purpose of carrying all your packages. I don’t have that man, so it’s me and Granny. And because I refuse to spend $40 on something at the corner store that might make it a month or so before falling apart, I bought one that was slightly more expensive from those wonderful people at the Container Store. 

Not to be purposely critical, but the Container Store could do better. Or as Moya told me when I sent her a picture of the Container Store model, “You could do better.” She’s right, and I need to stop complaining and start prototyping. I am critical by nature – my mother will back me up on this one – and I am now at a point where I can improve products and bring them to market if I put my mind and muscle to the test. 

Already I’m compiling a list of improvements to Granny. The challenge is I haven’t the slightest idea of how to get a product like this made so I have begun researching manufacturing, shipping, etc. It’s fascinating to learn how all of these products that we take for granted in a store actually get on those shelves. And I’m excited to work on the project. So if you’ve been wishing for a better Granny, she’s on the way!    
business, marketing, product

Waking the Dead – Reviving "Has-Been" Brands

Christa Avampato

In college, I had a boyfriend who loved Herbal Essence Shampoo. He wasn’t part of the target demographic, but he loved one of the scents so much that he just couldn’t imagine his morning shower without it. Despite this kind of following, every brand eventually grows old and stale if left untended. A.G. Lafley, CEO of P&G, says there are three routes for a dying brand: Abandon, Divest, or Re-invent. In the case of Herbal Essence, he chose the third option. I’m sure my former boyfriend is thrilled!

The P&G team didn’t perform any miraculous feats – they tightened up the demographic, modernized the packaging to stand out on the shelf and encourage the dual-purchase of shampoo and conditioner, and re-vamped the language with more current vocabulary and inuendos. This easy-to-understand process is allowing the fledgling brand to gain sales growth in the high single digits. Not bad, and certainly something not common in the current economy.

Process aside, I think A.G. Lafley is saying something much richer about product re-invention. It’s easy for product developers to fall in love with their product as is, for marketers to admire their own catchy phrasing and campaign themes so much that they can’t imagine anything more brilliant coming down the pike. For example, let’s consider the highly creative and relevant campaign by the Dove Brand – Campaign for Real Beauty. The simplicity and power of that statement resonated with a wide audience. That campaign has been around for a while, so much so that it’s beginning to become old news, especially in the wake of the touch-up work done on some of the campaign photographs. Those marketers need to be thinking about a re-invention now!

This is the trouble with brilliance that explains why we have so many one-hit wonders in this world. You have to let go of past successes as much as you have to let go of past failures in order to move forward. Product re-invention requires a constant, fervent belief that our best work is yet to be created. It requires that we push the envelope and challenge ourselves continuously. To take away that challenge and rest on our past success is to go the way of Sharper Image, Brim, and Tab.

For a look at the interactive case study on Herbal Essence’s re-invention, visit http://www.businessweek.com/managing/content/jun2008/ca20080617_465490.htm

environment, green, innovation, product, retail

Innovation: Laundry minus the water

Christa Avampato

I love smart products – ones designed to fit my crazy life’s schedule, make my days a bit easier, and make me feel good while using them. For example, I don’t like house work. I do it, and the only thing I ever like about it is how it looks when I’m all done. So if a product quickly gets me through the pieces I don’t like, I’m all for it. I’ve got places to be…

Voila – Swash! P&G developed a “smoothing” spray for people like me – I’m an infamous re-wearer. I’d prefer to wear my jeans about 20 times before I wash them. I don’t because they just feel kind of used after just a couple wears. Same with heavy sweaters. With Swash I can get rid of stains, odors, and wrinkles with a few sprays of the can. No water required. And even better, the can is made of recycled aluminum and can be recycled again.

Check it out at http://www.swashitout.com