Best Practice

The Benefits of a Membrane Recycling System

Membranes have been around and in successful use for decades. However, over the past 10 to 15 years membranes have served a third function—recycling water-based cleaners.

Ray Graffia, Jr.

What makes us buy one particular cereal when there are 46 others on the shelf? Or watch a program at 7 p.m. when there are, via cable and satellite anyway, 600 alternative options? A quick answer to the two aforementioned queries would probably be, “because that’s what I like,” however, the cereal commercial must have been intriguing or maybe you decided to try it on a reference from a family member or trusted colleague. Some unique characteristic entices us to sample or explore this or that, following which we find it to be pleasing or worthwhile. This certainly does not demean the other breakfast foods or television series, which also may turn out to be  favorites when/if we are exposed to them, but it does serve to point out the importance of product differentiation. 

There is no denying the existence of other factors beyond simple comparison and/or exposure. You might truly crave a new Mustang, Viper or “Vette,” but if all you can afford is a used Yugo, desire becomes moot. But, where pricing is similar or the differences justifiable, whether in reality or simply in the eyes of the beholder, being different could be a key to success. Therein lies not only the challenge to the sales and marketing departments of purveyors of goods but also to the consumers whose eyes and ears are besieged with ads and whose dollars are being pursued from so many angles. How can companies gain enough attention from the consumer—small business owner, maintenance supervisor or EHS engineer—to make their products known and do justice to the options that are available when taking on the task of assessing choices on any given project?