GILLETTE by Peter F. Drucker

“What Gillette did was to price what the customer buys, namely, the shave, rather than what the manufacturer sells. . .

The shave [customers] got from the Gillette razor and the Gillette razor blade was much more pleasant that any shave they could have given themselves with that dangerous weapon, the straight-edge razor, and far cheaper than what they could have gotten at the neighborhood barber's.”