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Inside the Subtle Marketing Shift That Changed Roomba's Fortunes

How lowering expectations and downplaying its own technology helped a cutting-edge company reach a whole new customer.

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This story appears in the July 2017 issue of Entrepreneur. Subscribe »

Let a robot replace you. For years, this was iRobot’s pitch for the Roomba, its robotic vacuum cleaner. And for years it worked well, generating strong annual sales growth for the Massachusetts firm. There was only one problem: A sizable cohort of potential consumers didn’t believe it. These were people who valued an immaculate home. They worked hard at it. They didn’t think a robot could replace them. And they were right. It probably couldn’t.

iRobot

Related: How to Make the Right Sales Pitch

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