Last time I shopped for a toothbrush, it took me 7 hours to decide on which brand, brush, brush size, bristle strength, and color. The toothbrush aisle was two miles long, four shelves high, with 3.2 billion brushes to choose from. It was such a journey that I had to stop for lunch during the selection process, then did some yoga to keep in peak physical condition and avoid toothbrush-shopping-fatigue-syndrome. After selecting the winning brush (Colgate 360), I had to decide on a one-pack or two-pack. Whew.

So, I’ve been wondering about a few things.

First, how many toothbrushes do we really need in the oral care aisle? Competition is tough based on 3.2 billion choices. Is there more innovation on the way, bringing the world yet another plastic stick with bristles?

Second, what’s the job like for the innovator responsible for the next toothbrush design? Do they sit all morning, brushing teeth over and over with every competing toothbrush on the market, looking for a new twist to create the next brush? Does the afternoon include conducting focus groups, asking the folks to brush their teeth while observing? Perhaps the routine focus group questions include:

1. •Describe your experience with the toothbrush.
   

2. •Were there any irritations as you brushed?
   

3. •What sensations came to mind while you brushed?
   

4. •What emotions would you use to describe the brushing experience?
   

5. •If the toothbrush were an animal, what kind of animal would it be?
   

6. •If the toothbrush had a name, what would its name be?
   

7. •Is the toothbrush a man or woman?
   

8. •What kind of car would the toothbrush drive?
   

9. •If you have a MySpace page and added the toothbrush as a “Friend,” would it be in your top eight?
   

10. •If the toothbrush gave you it’s phone number, what speed dial number would you assign it to?
    

While seemingly ridiculous, these questions would of course give the toothbrush innovator insight to the subconscious thoughts of the focus group, thus inspiring the next toothbrush innovation.

Ahh, lots to ponder during the next rendezvous with your toothbrush.