“I have spent several decades in the packaging industry and almost five years specifically in the green packaging market. During that time, I have come to appreciate both innovations that may have limited appeal but solve a specific or unique problem, as well as products that may not be as newsworthy but provide a solution to a much wider group of customers.
What Is a Broad-Based Solution?
In my mind, a broad-based solution is a product that would have mass appeal and solve a common or very typical packaging problem. For example, when we and others began promoting 100 percent recycled content corrugated for shipping boxes, the concept did not win awards or grace the cover of packaging magazines, even though it could potentially benefit every single shipping box buyer and user.”