Not A Mystery

I have an acquaintance  in the packaging industry whose products utilize a super-strong cardboard. You can stand automobiles on boxes made of his cardboard; we are talking here about serious robustness.

Their shipping containers are  used to transport auto engines and heavy machinery.

Sit in your car, raise your hand up to touch the ‘head-liner’ on the inside of the roof, and you are probably touching another of their products.

Because their business was dependent on the (cyclical) auto industry, my acquaintance decided to look into other applications for their product that would be less cyclical.

He came up with the idea of making coffins for people who were planning to be cremated.

Brilliantly non-cyclical.

This was many years ago, and people were still purchasing expensive conventional caskets for their departed relatives despite the fact that they were going to be cremated, casket and all.

Unfortunately (at that time) the funeral industry was not receptive to new, cost-saving, ideas. And it’s not like consumers were demanding cardboard caskets.

His idea died a quiet death.

But times have changed. Cardboard is the New Green.

Google ‘Cardboard Caskets’ if you don’t believe me.

With Better Timing, It Could Have Been 'From Roads To Riches'

Next will be promotions that include casket offsets for people attending the funeral.

And remember, timing is everything.