Tusker put fans' texts on athletes' kits
Tusker Lager put fans' text messages on LED strips in Kenyan Paralympic athletes' kits, so support reached them live.
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3,236 PUBLISHED CASES · REGULARLY UPDATEDChicago insurers built one shared lab to test electrical gadgets
Chicago insurers funded one independent lab to test electrical devices once, giving all insurers a trusted verdict instead of duplicating testing.
Read the caseUnionPay turned receipts into poems to switch payment apps
UnionPay turned payment receipts into poems by left-behind children, making switching apps emotionally rewarding.
Read the caseUniversal Postal Union replaced pairwise postal treaties with one shared standard
Heinrich von Stephan got 22 countries to sign one postal treaty, ending the need for separate bilateral deals.
Read the caseUrdaneta found the Pacific return route by sailing away from the goal
Urdaneta solved the Pacific return by sailing north to catch favorable winds instead of fighting headwinds.
Read the caseUSAA sold hurricane risk to bond investors
USAA, unable to buy reinsurance after Hurricane Andrew, issued a $477M bond transferring hurricane risk to investors.
Read the caseVenice got inventors to publish secrets by paying them in monopoly
Venice's 1474 statute made inventors publish how devices worked in exchange for a ten-year monopoly, making disclosure rational.
Read the caseVenice defeated election corruption with a 10-stage lottery-vote hybrid
Venice picked its Doge by alternating random lot draws with approval votes across ten stages, so no faction could predict who to bribe.
Read the caseVenice protected glassmaking secrets by confining craftsmen to Murano
Venice protected glassmaking secrets by moving all furnaces to Murano and forbidding glassmakers to leave, with death for divulging techniques.
Read the caseViatris used unbranded couple portraits to advertise Viagra in China
Viatris, banned from advertising Viagra in China, used unbranded couple portraits, with the pill's silhouette in the final frame.
Read the caseVirginia Mason gave all staff the power to stop unsafe care
Virginia Mason gave every employee, not just doctors, the right to stop patient care the instant they saw something unsafe, borrowing Toyota's andon cord.
Read the caseDDB launched VW's Beetle by admitting it was small and German
Volkswagen's ad agency DDB led with the Beetle's small size and German origin, turning obvious weaknesses into honest selling points.
Read the caseMacquarie University built heated shelters so frogs cure themselves of chytrid fungus
Macquarie University built cheap sun-heated shelters letting frogs voluntarily clear chytrid fungus themselves, scaling beyond capture-and-treat.
Read the caseWaffle House pre-writes a storm menu to stay open on partial power
Waffle House pre-writes a smaller storm menu each year so stores can cook safely on generators with no ice or deliveries.
Read the caseBritish Colonial Office ended patronage promotions with an independent board
The Colonial Office replaced one superior's promotion discretion with an independent board, closing the fiscal gap.
Read the caseWason Electric fought GE's price war with a second brand
Wason Electric, facing GE's predatory price war, launched a second cheaper brand, Lion, to fight on price while keeping its premium Wason brand untouched.
Read the caseWedgwood turned a royal tea set into a luxury brand
Josiah Wedgwood gave Queen Charlotte a tea set at cost, then marketed the same creamware as 'Queen's Ware' to the middle class at a premium.
Read the caseWeyerhaeuser turned clear-cuts into a public tree farm
Weyerhaeuser headed off forest regulation by turning clear-cut land into a public demonstration farm.
Read the caseWild Seve filed farmers' wildlife-damage claims for them
Wild Seve sent field staff to file government wildlife-damage claims for illiterate farmers, unlocking existing compensation.
Read the caseStamp dealer Brown priced mail bids at runner-up plus a step
William P. Brown, a Manhattan stamp auctioneer, solved absentee bidders' guessing by pricing wins at one increment above the runner-up bid, not their own.
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