Wisdom in the wipe.

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For the first time in 100 years, toilet paper has gotten a makeover: leading toilet paper brand Charmin decided to swap out the straight-edge tear with a wavy, scalloped edge.?

Here at The Difference Lab , we lean in to all things linear. So, the wave looked like a needlessly bougie take on toilet paper. A way to fancy it up…and jack up the price per square?

Charmin is a Procter & Gamble brand – the place where Janet Winkler kicked off her career. As we unrolled our research for this article, we learned the “wave” isn’t just for show – it addresses the #1 complaint to the Charmin consumer call centre. The new perforation pattern allows for a cleaner tear. No annoying bits left hanging off the roll. It’s designed to tear perfectly every time, no matter how you pull it. ?

There are an abundance of nuggets ?? from this business decision, but we will share just three:?

1. Invest in continuous improvement. In you, your team, your products/services – focus on what really matters.
2. Buck the status quo. Being a creature of habit is comfy. Change is tough. Irrelevance is brutal.
3. Don’t judge before you try. Or at least be open to saying you were wrong. ????

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