Dear waterpik

Dear waterpik,

Thank you for your WP-450 Ultra Cordless Dental Water Jet.

Goodbye flossing, hello plaque-free and guilt-free self-righteousness!

Goodbye to guilty confessions in the dentist’s chair that whilst the new flossing regime had started well enough, it had dwindled by the end of the first week and was non-existant less than a fortnight later.

Let’s face it, unless you’ve got the patience of a saint, the dexterity of an origami champion or you’re actually a dentist (and properly understand that if you don’t do it there’s trouble ahead), flossing is a nightmare:

  • There’s the mouth contortions – just how are you supposed to get to the back?
  • There’s the spatters on the mirror – unavoidable and pretty gross for anyone else that shares the bathroom.
  • There’s the time it takes – it’s the end of the day. I’m tired. I want to be in bed. Now.
  • There’s the loss of blood to your fingers as you wrap the blasted stuff round and round
  • There’s the trying to drop it in the bin so that it actually goes in and doesn’t drape over the edge like a cobweb
  • There’s the lack of any real, tangible, visible evidence that what you’re doing is worth it (at least with brushing your teeth you get fresh breath)
  • There’s the fraying – now I’ve got floss stuck between my teeth along with my dinner: awesome job.
  • There’s the pain – I know I’ve probably never done it right, but it does hurt, even when I’m “gentle”.

As I said, flossing is a nightmare. Tape, Satin, Waxed, Non-Waxed, Unflavoured, Extra Minty, With Aloe Vera – try as Oral-B et al might, it just doesn’t do the trick.

Consequently people (or perhaps just me) don’t want to floss.

But people don’t need to floss.

What they need is to clean the gaps between their teeth (and consequently prevent the build up of plaque and prevent gun disease).

Reminds me of Prof Theodore Levitt:

“People don’t want to buy a quarter-inch drill, they want a quarter-inch hole.”

Thanks for reminding me of the Prof – always a pleasurable but beneficial diversion.

Thanks Waterpik WP-450 Ultra Cordless Dental Water Jet…

…you do everything that flossing does that’s good (needs met, benefits delivered)…

…and address all of the barriers (see above)…

…just in a Different, Better, and I suspect Cheaper (in the long-run) way.

Cracking piece of differentiation that.

Now if you could just be less the size of a hairdryer and more the size of something that would fit in my wash bag, that would be marvellous…

Ned

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