Re-designing Dish Soap?
You bet. And there doing a great job with it. Of course, I had never seen the product before I read the article in Business 2.0. I did ask some people about the product after reading the article and some people told me that they already had the soap. "Why did you buy it?", I asked. "Because it looks cool" was the response . . . every single time. Then I showed a picture of the product to people that had no idea what I was talking about . . . they all wanted to buy it.
Ok, so when's the last time you bought (impulsively) dish soap?