The Story of the No-?Neck Carbide
By Perry L. Parke, President of Microcopy
Twelve long years ago, back in 2004, I remember reading a report from the CRA, (now CR) that polled the main frustrations dentists had with carbides. The two that were nearly tied for first were a lack of aggressive cutting and breakage. Then it dawned on me that every single carbide manufacturer, including us, was out there in the trade magazines bragging how fast their carbides cut. I saw the phrase “cuts like butter” misused more times than I can count. “Does butter really cut?” But, amazingly, nobody was talking about reducing breakage! We had just introduced the Neoburr and had almost no market share. But I remember thinking then, if we can just capture a very small share of the dentists that are sick and tired of breakage we could double or triple our market share. Let everyone else fight over saying which one cuts the fastest, we could focus on reducing breakage and it would be a huge winner for us. So we did.
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