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Opportunity: Introduce Craftsman tools to a new generation of potential users, while engaging with current fans.


Insight: The new generation of would be tool users are a lot less aware of the benefits of DIY. They didn't grow up with a parent teaching them how to use tools. Even though technology has made online learning easier, believing in themselves being capable of practical, real world use is a real problem.


Solution: Introduce an online reality show focusing on an incredibly un-handy person. One who must rely on the kind people on social media to help guide him in completing a series of tasks that require the use of Craftsman tools.

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