> The US Army Corp of Engineers took notice and mandated in 2006 that the Army install only waterless urinals from 2010 onward. That's what an ROI can do for y

> The US Army Corp of Engineers took notice and mandated in 2006 that the Army install only waterless urinals from 2010 onward. That's what an ROI can do for you! It's important to find the particular customers who can benefit from your product, and have the power to act. Usually, the military is a hard market - but in this case, their control of their own facilities helped. Changing community attitudes - such as towards water usage - can benefit or harm you. Here, the long-term trend was predictable (and predicted). Skate to where the puck is going to be. This whole saga was purely adoption (ie marketing). The product was already done. They didn't give up.