Functional fixedness

June 11 2006

I had to laugh this morning while reading a catalog from CB2, the offshoot of US retailer Crate & Barrel.  In CB2's catalog, they offer a stylish bed tray for US$29.95.  Clearly, it's perfect for serving breakfast in bed or whatever.
Image:Functional fixedness
So what's the laugh?  Yesterday, I was at Target and bought a stepstool for my daughter.  In the store -- US$19.95.  Online -- only US$9.95.  And what a stylish stepstool it is...

This, my friends, is what we call marketing.  OK, they're not quite identical, but for an inch of height, two inches of width...the same object, different purposes, US$20 delta.

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