I think one reason I continue to succeed in this business is that I'm comfortable with what I call, "Tootsie Pop moments."

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The candy itself is top-notch. The ratio of tootsie-to-pop is ideal. The length of the stick is, somehow, perfect for both kids and adults. No doubt extensive testing was done there. A solid concept executed well. But then... really? This is what they decided to wrap it with? 

 

Look at it. Seriously, it's a veritable montage of choking hazards.

You cannot safely eat a Tootsie Pop while doing any of the activities depicted on its wrapper.

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For certain, design choices were made. Illustrators were hired. Prototypes were tested. Colors were carefully chosen. Probably someone signed off on a proof, and yet, at no point along the way did anyone stop to think... "Hey, wait a sec. Maybe we should A/B test this." 

 

It makes no sense. Yet, it works. That's a Tootsie Pop moment. 

 

It's odd to think of a lollipop as a mentor, but I could do worse. 

 

CM

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