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One day, while he was shaving with a straight razor that was so worn it could no longer be sharpened, the idea came to him. What if the blade could be made of a thin metal strip? Rather than spending time maintaining the blades, men could simply discard them when they became dull. A few years of metallurgy experimentation later, the disposable-blade safety razor was born. But it didn't take off immediately. In its first year, 1903, Gillette sold a total of 51 razors and 168 blades. Over the next two decades, he tried every marketing gimmick he could think of. He put his own face on the package, making him both legendary and, some people believed, fictional. He sold millions of razors to the Army at a steep discount, hoping the habits soldiers developed at war would carry over to peacetime. He sold razors in bulk to banks so they could give them away with new deposits ("shave and save" campaigns). Razors were bundled with everything from Wrigley's gum to packets of coffee, tea, spices, and marshmallows. The freebies helped to sell those products, but the tactic helped Gillette even more. By giving away the razors, which were useless by themselves, he was creating demand for disposable blades. A few billion blades later, this business model is now the foundation of entire industries: Give away the cell phone, sell the monthly plan; make the videogame console cheap and sell expensive games; install fancy coffeemakers in offices at no charge so you can sell managers expensive coffee sachets.
有一天，當他在使用直的刮鬍刀刮鬍子的時候發現刮鬍刀已經很舊了沒有辦法在磨的很鋒利，他想到了一個靈感。如果刀鋒可以做成很薄的金屬片會怎樣？而不是花時間保持刮鬍刀片的鋒利，當刀鋒變成頓的時候男人可以直接的拋棄它們。在冶金實驗一些年後，刮鬍刀片可拋棄式的安全刮鬍刀誕生了。但是沒有立刻風行。在它的第一年，1903年，Gillette賣出了總共51個刮鬍刀以及168個刮鬍刀片，在未來的二十年中，他嘗試任何他想的到的宣傳噱頭，他把他自己的臉放在包裝上，讓他自己同時變的著名的以及一些人覺得的，虛構的。他以不可信的折扣賣了百萬個刮鬍刀給軍隊，希望讓軍人在戰爭時產生習慣在和平後也會帶著它們(刮鬍刀)。他以散裝刮鬍刀賣給銀行讓他們(銀行)可以遠離新的押金(刮鬍子以及存款比賽)。刮鬍刀與箭牌口香糖到咖啡、茶、香料、以及棉花糖都相關。除了免費幫忙去銷售這些產品，但是戰術幫了Gillette更多。經由贈送很多對他們沒有利益得刮鬍刀，他創造了對於可拋棄式刮鬍刀片的需求在幾十一刮鬍刀片之後，這種商業模式是整個行業的基礎：贈送手機，賣月租費；讓遊戲機便宜但是銷售比較貴的遊戲片；安裝昂貴的咖啡機在公司裡面不收費但是可以賣管理者昂貴的咖啡袋。
