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DHL covered each package in thermoactive foil. The foil was cooled down below the freezing point, turning the package jet black. So the competitors picked up a large, black package without any reason for alarm. But when temperatures rose, the specialized packaging turned bright yellow, with bold red lettering that read, “DHL IS FASTER.” Before long, competitors were toting around bright packages in DHL’s corporate colors that alerted the public who was the best choice for shipping.
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Josh Linkner (Hacking Innovation: The New Growth Model from the Sinister World of Hackers)