Why P&G's Smile Is So Bright

With the fast-growing SpinBrush, the company bent its own rules -- and won. The secret? A team of outside entrepreneurs

Darin S. Yates had watched many consumer focus groups at Procter & Gamble (PG ), but he had never witnessed a response like this. Out of a panel of 24 consumers evaluating a new electric toothbrush, 23 raved about the product, begging to take it home. "We were just blown away," the 36-year-old brand manager recalls.

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