Out of the Smithsonian Magazine: On the invention of deodorant. The classic history of the marketing of solutions we did not completely understand that we had. Instructive example of changing a niche idea into broad application through convincing arguments. " ... 100 years later, the deodorant and antiperspirant industry is worth $18 billion. The transformation from niche invention to a blockbuster product was in part kick-started by Murphey, whose nascent business was nearly a failure. According to Odorono company files at Duke University, Edna Murphey’s Odorono booth at the 1912 Atlantic City exposition initially appeared to be another bust for the product. ... "
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