Last week, 3M reported better than expected earnings for Q2 2009.  CNBC analysts commented that, in large part, this better than expected report was due to increased sales of 3M respirator masks bought by people afraid of the swine flu epidemic.  Masks to protect against this epidemic are on back-order through 2009, 3M CEO George Buckley said.

These respirator masks were not originally designed and manufactured to protect against this relatively recent outbreak.  However, 3M listened to consumers, realized a new potential use, and creatively repurposed the masks without having to sink massive research and development funds, missing the demand all together.

What service or product does your firm offer that could be repurposed?

What services could serve a different market without your company straying from its core competencies?

If you previously designed primarily for home builders, what services did you offer them and what other segments of the market could benefit from those services?

Most importantly, what is your market telling you about the use of your products or services? Children are best at showing alternate purposes for products.  Very few actually play with their toys as intended.

Duct tape was first used to keep ammunition cases free of moisture in World War II.  Need I say more about its current uses?

Tacky Prom (pun intended)

For plumbers on, and off, the job

Stain Protection

Babysitting

Author: Alexandra Gibson

Alexandra is the CEO of Gibson Design Management and Managing Partner of interior design firm, Gibson Design Group. When she's not busy trying to build an empire, you can find Alexandra riding a horse, giving back to the community, playing with her Scottie, McCord, or drinking a martini (preferably not all four at once).

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Tags: 3M, CNBC, Creativity, Duct Tape, George Buckley, Marketing, Product Development, Repurposing, Research and Development, Respirator Masks