The Glue that Wouldn't Stick - 3M Post-It Notes

Published 25 Nov 2013
Reference 5584
Region North America
Length 4 page(s)
Language English

In 1970 a 3M chemist, developed a new glue that was not very adhesive. Eventually, other 3M colleagues started using bookmarks made with the unsticky adhesive and were soon asking for more product “samples”. As usage quickly spread within the 3M Product Development Laboratory, it became clear that these unsticky notes were a very useful office product. The Post-it® Note was born. But at first, it generated little customer interest or sales. This case tells the story of how 3M convinced customers that they couldn't do without those little unsticky notes.

Teaching objectives

How to create a market for new and innovative products

  • Entrepreneur,
  • Spirit of Innovation
  • Innovation
  • Marketing, Communication
  • Ideas Sharing
  • Supporting
  • Q11314