There are two ways to view most situations: positively and negatively. During this economic downturn, many Americans struggle to see the positive in anything. Bombarded with bad news, it’s easy to feel negative. But look hard enough, and the positive is always there somewhere. Even with dirty ol’ pigs!
The naming of our company’s first invention, the PIG® Absorbent Sock, may be a good illustration of how people can view the same situation (or word in this case), both positively and negatively at the same time.
When we started New Pig in the mid-80s, we spent most of our time asking every maintenance manager and safety director in central Pennsylvania to try our new product, an absorbent sock nicknamed “the Pig.”
Generally, the conversation began with a simple statement: “If you have a minute, I’d like to demo a new product for you that absorbs liquid around leaky machines—we call it a pig absorbent sock.”
“A what? A pig sock?” would be the usual response. That tiny word pig got their attention and would usually stir a hearty laugh or inspire an amusing retort related to Pigdom like “Are you Boss Hog?” or “Where’s Miss Piggy?”

In a way the word Pig changed us from timid to brave salespersons because we could anticipate its positive effect on the sales situation. Establishing a warm rapport between the potential customer and salesperson is primary, and Pig gave us, and our fledgling company, a fighting chance to share our new product’s features and benefits.
On the other hoof … er, hand, we discovered the word Pig had its negative side. When it came time to officially name our product, we hired an advertising agency to brainstorm some “real names.” It didn’t take them long to come back with a list of more than 30 names and with the warning, “You can not call your products Pigs. Industry will never accept it.” Wow, from their experience, they made a strong case for the negative implications of the word Pig. Use your imagination here.

Yes, a case could be made for the positive or the negative of Pig, but as we considered the pros and cons of that tiny word, one overruling thought stuck in our minds: the positive, fun response of our customers. So we rejected the wisdom of the “marketing experts” and went with the nickname simply because our customers loved it. And that decision has made all the difference. There’s a pig lesson in there somewhere.

Images © Adrian Niederhäuser – Fotolia.com