I had to get some information from our office administrator, Karen. As I was standing by her office area, I noticed a box in the corner, one I had not seen before. The box was small, only about 10 x 10 inches. It was white but had a colorful label. I read the copy and learned that this was the collection bin we use for old inkjet cartridges, expired cell phones and other disposables. On the label, I learned the box was from United Cerebral Palsy. It invited us to use this collection site for these materials, and the organization would collect them and repurpose the items. I asked Karen how long we had had the box, and she told me about a year. From my perspective as a marketer, this simple but brilliant idea had many lessons.

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