They analyze the marketing success of Kao's Quickle Senmenbowl cleaner in Japan, attributing its popularity to an "Out of the box" approach that challenged industry norms. The product achieved massive initial sales because it addressed consumers' unarticulated problem of finding cleaning tedious, not just the visible issue of dirt.

Kao departed from traditional strategies by looking beyond conventional consumer surveys and existing target demographics (housewives) to focus on broader social and environmental shifts, such as the increase in household wash basins. Furthermore, the company redefined the product's value from strong cleaning power to the user experience of effortlessness, and expanded its retail placement to areas frequented by non-traditional cleaning customers like men and young people.

This case study demonstrates how moving outside established "boxes"—in research, targeting, value, and sales—is essential for creating new markets and achieving growth in mature categories.