Inside the Subtle Marketing Shift That Changed Roomba's Fortunes
How lowering expectations and downplaying its own technology helped a cutting-edge company reach a whole new customer.
For years, this was ’s for the Roomba, its robotic vacuum cleaner. And for years it worked well, generating strong annual sales growth for the Massachusetts firm. There was only one problem: A sizable cohort of potential consumers didn’t believe it. These were people who valued an immaculate home. They worked hard at it. They didn’t think a robot replace them. And they
