Q:WHAT DOES A DIGITAL MARKETING COMPANY, A BOX OF MUNCHKINS® AND SAWDUST HAVE IN COMMON?
A:INNOVATION.
In 1973, Dunkin’ Donuts (now just Dunkin’) added “Munchkins” to the menu. Munchkins came in various flavors that matched their donut counterparts. This is where the innovation comes in. As you can probably guess, Dunkin used dough cuttings from the hole of the ring donut to make its munchkins. The name reportedly stems from the miniature “Munchkin” characters from the 1939 film The Wizard of Oz, but the interesting part is that there is a name for that type of innovation; it’s called exaptation. Exaptation is when a leftover part of an adaptation is used for a new purpose.
Another form of exaptation is sawdust. Sawdust is a byproduct of wood cutting, and throughout history, at the end of a long day at the woodshop, the sawdust would be swept off the floor and into the trash—until someone came up with an idea to line chicken coops with sawdust. It turns out that sawdust absorbs moisture and smells and is a pretty good insulator. So now, something that was once discarded as trash has a new purpose and value—that’s exaptation, that’s innovation.
Dunkin’ sells more than 800 million Munchkins each year! Not bad for the sawdust of the donut world.
So, what is your sawdust? We ask our clients this question when we’re trying to determine the unique value they provide their customers. As a digital marketing company, we know all too well just how noisy the world is, and we have to look for munchkins. We need to find the unique things that can be said and done in order to make a connection with the masses. Not only is it our job to find those in need of our clients’ goods and services, but also to convince them to choose us over all others. You can only do that if there is something worth saying. It’s not enough to be found, to win, you must be chosen.
The next time you sit down and enjoy a delicious munchkin, ask yourself the question, what’s your sawdust?
If you need a digital marketing company that understands the mission of marketing, lives to innovate, and knows the value of sawdust, drop us a line, and we’ll bring the munchkins.
(we have our own boxes).
LET’S HAVE A MUNCHKIN TOGETHER!
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