Lead with a Story

CHAPTER 22

Demonstrate problem solving

“We cannot solve our problems with the same thinking we used when we created them.”

—ALBERT EINSTEIN

TIDE HAS BEEN the number one selling brand of laundry detergent in the United States since soon after its introduction in 1946. The main reason for that is that the chemists and engineers at P&G are committed to improving the cleaning formula year after year. In the late 1990s, one of the improvements they were working on proved to be more interesting than most. According to former Chief Technology Officer Gil Cloyd, the challenge that year was a certain type of soil that was unusually difficult to get out of a common fabric. The other unusual thing about this soil was that it would often come off of one ...