Arm & Hammer baking soda had been a staple in every American kitchen, an essential ingredient for baking. But in the late 1960s, management observed the diverse circumstances for which consumers grabbed that orange box off the shelf. They added it to laundry detergent, mixed it into toothpaste, sprinkled it on the carpet, or left an open box in the refrigerator, as well as other unusual uses. Until then, it hadn’t occurred to management that their staple product could possibly be hired for any job other than classic baking. But those observations led to a jobs-based strategy with the
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