Marketing and Innovation

May 16, 2026

Marketing can sometimes be original, but often it’s just more of the same. For example, sacks of coffee of various brands have been labeled (starting a few years ago) with a sort of “strength index” running up to 10 (I’ve never seen anything less than 5: what’s the point?). A low score might be described as “mellow”; then scores increase to “balanced”, “robust”, “intense”. Different brands affix scores (and adjectives) without any apparent coordination.

In an unoriginal but touching tribute to Nigel Tufnel¹, here is a package of coffee seen yesterday at the supermarket.

Yes, it’s a 13. I’m pretty sure no one recently figured out how to make coffee that much stronger. But, one can not deny that 13 is more than 10.

Real Innovation

One can—and should—do better. As an example, below is described (“disclosed”) what I invented a few days ago. I believe that it is worthy of a patent, has enormous marketing potential, and as far as I know quite different from other (commercial) food preparation techniques.

It is amazing that inventions can just sort of “pop out” from time to time. One just needs to be aware that something you have created is novel and potentially useful.

This one had its genesis in a microwave oven while reheating a semi-thick sauce. To avoid the sauce separating, it is important that it not get too hot. Also—contrary to popular belief—microwave ovens don’t heat uniformly. The sauce will get hotter near the edges of the bowl (and get too hot) while the sauce in the center of the dish barely gets warm. Clearly, what is needed is a means to mix the sauce, and then, to measure the temperature from time to time as the sauce is heated.

I simply opened the microwave door from time to time and used my finger to both stir and measure the temperature of the sauce, thus inventing:

Finger Stirred™

People immediately understand the concept: stick your finger in and stir; you will feel the temperature! They understand that this is obviously better than some machine doing the work; doing the measuring .. because it is!

Finger stirring at home is an essential culinary skill², but this innovation opens up commercial possibilities that can be readily marketed³ as well.

Finger Stirred™ immediately subsumes other valued characteristics: artisanal, traditional, handmade (for a certain part of the hand), natural, indexed (if the correct finger is used). It is also new, improved, and original. Of course, it is “finger lickin’ good”.

An example: those cups of yogurt with fruit (sic) at the bottom? Hard to find these days because “pre-stirred” has replaced them. Finger Stirred™ is the next step forward.

No time to cook even though you’d like to? Then prepared sauces that can be reheated and are “ready to stir” fit the bill.

Want to grab a bite on the run? Donuts and coffee would be great, but sometimes the coffee in that paper cup is just too damn hot. It wouldn’t be if it came Finger Stirred™.

Incredible as it might seem, small batch, kettle fried potato chips can be Finger Stirred™: but only by skilled yoga masters. This adds a bit to the cost, but this is more than compensated by the added value and higher margins. I’m sure that Whole Foods will find some shelf space for Monk Chips™.