P&G Innovates to Compete

P and G is making changes themselves, understanding with the growth of E commerce they need to make real changes, knowing that consumers probably aren't going to be able to pay for huge tubs of laundry detergent. So they've launched a brand called DS3, which is liquid free household and personal care products that allows you to order these little packets, add liquid and there you have the product. So that's how they're trying to innovate, actually get around all these changes that are happening. But if I'm a CPG company, what I would actually do is think like Apple and actually try to own the ecosystem. One idea I've had, if I sell laundry detergent, why don't I buy the fun company that makes laundry machines, but make it a smart laundry machine and every single time that machine actually runs out of my laundry detergent, it would order my specific brand. Instead of me trying to sell to Walmart, I'll go to the biggest developers of apartment buildings and sell my product to them. So I have an intravenous way to actually sell my product.