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From Our Editors
After eight years of being turned down by major retailers and spending thousands of dollars on marketing for his new invention, the Orabrush tongue cleaner, 75-year-old Dr. Bob Wagstaff was desperate. He knew he had a great product and something that the public would find useful, but he could not find a major buyer for it. In a last-ditch effort, he challenged a market-research class at the Marriott School of Management at BYU to see if they could come up with a way to sell the tongue cleaner on the Internet.
The class got to work crunching numbers and distributing surveys, but came back claiming that 92% of the viable market would not purchase Orabrush from an online site. That's when Jeffrey Harmon, a student not on the project but one who was intrigued by Orabrush, suggested that they at least attempt to market the product to the remaining 8%—which could potentially equal millions of customers—and see what happened. In exchange for Dr. Bob's motorcycle and several pats on the back, Jeffrey agreed to find a way to make Dr. Bob's product available to the public.
That's where passionate ranter Austin Craig comes in. Austin worked with Jeffrey at Jeffrey's full-time job and loved to rant throughout the day about politics and the factual inaccuracies in Rodgers and Hammerstein's Cinderella—things he was passionate about—to the delight of everyone who worked with him. When another coworker said he would pay money to watch Austin rant, Jeffrey got the idea to get Austin to do a promotional video ranting about bad breath. Austin agreed, and they filmed the low-budget production in a pool hall and posted it to YouTube.
Before they knew it, millions of viewers had seen the video, which of course attracted the attention of major retailers and distributors, vindicating the team's long hours of hard work and Dr. Bob's belief in his product. Now, everyone everywhere can reap the benefits of Dr. Bob's crafty tongue cleaner thanks to some optimistic thinking, creativity, and ingenuity.