Why Innovators should Focus on Product Deconstriction

ABSTRACT:
When we bought a new mattress for our son we asked the company that delivered the new one what would happen to the old mattress. Goes into the landfill, they said. And I thought, what a terrible outcome. So much of the mattress could be reused - the cotton batting, the inner springs, some of the foam siding. But the cost of deconstructing a mattress, which wasn't designed to be easily taken apart, makes it difficult to get a lot of reuse from the components.

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