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Unexpected Iconic Success

Hello! It’s Erin here, and I’m so excited to have you back for the second issue of PIVOTAL! We’re all about diving into the real, raw stories of resilience and exploring what actually works for small businesses. This week, we’re shining a light on an iconic company that went from the brink of failure to an unexpected success: Play-Doh

This Week

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• curated >> Tools & Stories of Resilience this Week
• this week >> Pivotal Story + Start Here List (a pivotal+ exclusive)
• favorites >> Motivation
• what's next >> At The Venture Project

curated >>

Being an entrepreneur is all about learning to adapt when things don’t go as planned.

If you’ve ever felt like your business is on the edge of a cliff, this week’s story will show you just how powerful a pivot can be.

Let’s talk about Play-Doh — the classic toy that almost didn’t exist.

Power Pivots

Finding New Uses for Old Products. A Power Pivot Move.

1. WD-40: From Rust Prevention to Multi-Use Product

WD-40 was originally created in 1953 as a rust-prevention solvent and degreaser for the aerospace industry, specifically to protect the Atlas Missile from rust and corrosion.

It quickly became evident that the product had many more applications beyond its original purpose.

Over time, people started using WD-40 in their homes for everything from lubricating hinges to removing crayon marks from walls.

2. Arm & Hammer Baking Soda: From Baking Ingredient to Cleaning Powerhouse

Arm & Hammer baking soda has been around since the 19th century, originally used as a baking ingredient.

In the 1970s, the company realized that consumers were using the product for cleaning, deodorizing refrigerators, and even personal care.

By embracing these alternative uses, Arm & Hammer pivoted its marketing to spotlight the versatility of baking soda, as an all-purpose household cleaner and deodorizer.

1. Bubble Wrap: Started as Wallpaper to Packaging Material

Bubble Wrap was originally invented as textured wallpaper in 1957 by two engineers. Alfred Fielding and Marc Chavannes.

However, the wallpaper idea didn’t catch on with consumers. (obviously, says every woman ever).

The inventors continued to experiment and eventually realized the air-filled material could serve as excellent cushioning for packaging.

In 1961, IBM used Bubble Wrap to protect its computers during shipping, and from there, its use as packaging material skyrocketed.

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this week >>

A pivot doesn’t mean throwing out everything you’ve done. Sometimes, the key to success lies in finding new ways to use what you already have.

The Play-Doh story is the perfect example of this.

Pivotal Story of the Week: How Play-Doh Turned Failure into Fun

Play-Doh, the colorful modeling clay we all know and love, wasn’t always a toy. In fact, it started out as something entirely different — a wallpaper cleaner.

Yep. That's right.

In the 1930s, Kutol Products, a Cincinnati-based soap company, was struggling to keep its wallpaper cleaner business afloat. With changing home-heating methods, their product was becoming obsolete.

It wasn’t until the 1950s, when Joe McVicker, one of the company’s heads, noticed his sister using the clay-like cleaner as a craft material for her preschool class, that an idea sparked.

Realizing that this simple, non-toxic cleaner could be repurposed as a toy, McVicker rebranded it as Play-Doh.

But even after the pivot, success didn’t happen overnight.

It took a partnership with a prominent toy company and some savvy marketing — including a feature on a popular children’s TV show — for Play-Doh to become the household name it is today.

Start Here List

1. Listen to Your Market

Don’t ignore the signs when your customers or the industry are telling you that something isn’t working.

Instead, look for opportunities where your product or service can be repurposed to better meet their needs.

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2. Stay Open to New Ideas

Sometimes, a fresh perspective — even from an unexpected source — can lead to the breakthrough you need. Like the Play-Doh executives SISTER!

Stay curious and be willing to experiment.

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3. Test the Waters

Before you dive headfirst into a new direction, test your ideas on a small scale. Whether it’s through focus groups, limited product launches, or simple social media polls, get feedback and refine your pivot accordingly.

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4. Rebrand with Confidence

If you’re changing the way people see your product, your branding and messaging need to reflect that shift.

A strong rebrand can help you reintroduce your business to the world with confidence.
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5. Tell the Story of Your Pivot

People love a comeback story. Don’t hide your pivot — celebrate it.

Share with your audience how and why you’ve made this change, and they’ll be more likely to support your new direction.
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Takeaway

Resilience means trusting your vision, even when others don’t.

The product didn’t change, but its purpose did. And that made all the difference.

The Play-Doh story is a great reminder that sometimes, what looks like a failure is just a step toward finding the right fit for your product.
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See you next week with fresh energy.

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favorites >>

Ask Yourself >>

What’s one product or service in your business that could be repurposed for a new audience or market?

Motivation

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what's next >>

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