Robert McMath – a marketing professional – intended to create a reference collection of all new consumer products.
In the 1960s, he started buying and preserving a copy of every new product launch he could get his hands on..
What McMath didn't take into account is that most products fail. So his collection was mostly made up of products that failed the test to market.
The understanding that most products fail ultimately shaped McMath's career. The collection itself- now owned by GfK Custom Research North America – frequented by consumer product manufacturers eager to learn the best from past failures.
Source: The Guardian, 16 June 2012
Published: editors IvBM
