Tips for Mavericks at Work

Oct. 9, 2006 — -- On the Oct. 2 "Maverick Monday" on "Good Morning America," the authors of "Mavericks at Work -- Why the Most Original Minds in Business Succeed" revealed ways innovative companies were redefining success with passion and creativity.

They also sought suggestions from viewers.

Hundreds of viewers e-mailed "GMA" with their unconventional business ideas.

"Maverick" authors William Taylor and Polly LaBarre selected three maverick viewers and offered tips on how they and others could take their out-of-the-box ideas to the next level.

Better Clothes for Birth

Carri Grimditch is a certified doula -- a professional, nonmedical childbirth assistant -- who saw a need for comfortable clothes for mothers in labor.

"There is probably no moment more emotional and intimate for a woman than when she is having a baby," LaBarre said. "In her practice, Carri noticed women were often uncomfortable and felt exposed by the hospital gowns they were given to wear. So she designed a product that would be comfortable and covering for the mom, and still provide the necessary access for the medical professionals."

Along with business partner Kimberly Taylor, Grimditch created Binsi, Inc. -- a line of tops and skirts sold online and at selected retailers.

According to LaBarre, Grimditch was driven by two key factors: purpose and passion.

"She saw an unmet need and used her knowledge to create something to answer it," LaBarre said.

LaBarre cited the popular women's gym Curves for doing the same sort of thing when it created a more private, welcoming atmosphere for women averse to working out in public.

LaBarre advised Grimditch and Taylor to take their venture to the next level by marketing Binsi's products not only to moms-to-be, but also to doctors, nurses and midwives, who can then recommend the clothing to their patients.

Putting the Product in Buyers' Laps

Ashley Hatcher, a full-time pharmaceutical representative and mom, created a lapper -- a nonslip dinner tray with indentations for a drink and plate with a rubberized "coaster" that holds the objects in place.

Hatcher says lappers are perfect for people who don't eat at the dinner table.

Taylor applauded the product, but said Hatcher should shift her focus from the tray to marketing it.

"Spread the word to mothers who want something for snack time during play dates. Or to senior citizens who want to have dinner while they watch the evening news. Or to party suppliers, because it would be great for buffets at parties," Taylor said.

The Vermont Teddy Bear Co. found success by doing similar targeted marketing, Taylor pointed out. It advertised to last-minute male gift shoppers via Howard Stern's radio show.

Taylor said Hatcher didn't need to spend a lot on advertising.

"She doesn't need a massive advertising budget. She just needs to make the contacts at those suppliers -- they could all be on the Internet -- who have access to the buyers who really need the product," he said.

Food Fit for Playing

Lorenzo Shapiro has been making colorful, striped chips and fresh pastas for 16 years. He has patented his signature process and hand-built machinery that makes the food.

Taylor said that Shapiro was a true maverick, but that he needed to shift his mindset.

"He has a ton of ideas and is trying to hit it big with all of them. … Instead, he should make himself part of an innovation network. There are huge corporations out there looking for innovators like Lorenzo -- people with creative ideas and the know-how to get them done," Taylor said.

Pringles print chips were realized by a baker very much like Shapiro.

"The story is that an engineer at Pringles came up with the idea to put messages on the chips, but had no idea how to do it," Taylor said.

Proctor & Gamble, the owner of Pringles, found an Italian baker in its innovation network who could make the printed chips.

Now the baker is the driving force behind the venture, and he's reaping the rewards, along with P&G.

Taylor said Shapiro should search the Internet and find an innovation network he could join.

"P&G says it wants half of its new ideas to develop in-house, and half from these online creativity consultants. Every industry is doing it. Lorenzo has to get into the loop," Taylor said.