The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics 503. Innovating Through Adversity - Lessons from the Great Depression
Jun 5, 2025
In this engaging conversation, Jason Voiovich, a fractional chief marketing officer with 25 years of experience and the author of 'Bullfrogs, Bingo, and The Little House on the Prairie,' discusses how the Great Depression fueled creativity and innovation. He shares intriguing tales of necessity driving inventions like Scotch tape and flour sack dresses. Jason emphasizes the importance of understanding customer psychology in innovation and highlights how historical lessons can inform today's marketing strategies, revealing that challenges can lead to incredible opportunities.
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Inventor Drew Gurley and Scotch Tape
- Drew Gurley, a banjo player turned inventor, created masking tape bridging the 1920s and 1930s innovations.
- Scotch tape emerged in the Great Depression to help people save money by repairing and preserving items.
Flour Sack Dresses Innovate Recycling
- Flour sack dresses arose during the Depression as women reused flour sacks for durable, patterned clothing.
- Manufacturers innovated washable inks and multiple patterns to encourage this practice and build community.
Consumer Psychology Drives Innovation
- Even during economic hardship, people invested in meaningful products like refrigerators and cameras.
- Successful innovations meet needs beyond price, appealing psychologically to consumers' desire and values.
