# From the Stage: What’s Your Tin Can?
By 

## Article Content
From the stage Speaking to Godiva Chocolates and its sister companies about the future of food and retail, I asked the room a simple question: "What is your tin can?" The story behind it is StarKist. "They brought out tuna in a tin can for 110 years." It never crossed anyone's mind that the package itself could be the innovation. When they finally launched a resealable pouch, I told the audience, it delivered a $200 million revenue lift in the first year, without changing what was inside. Why it matters Every organization has a tin can. It's the thing you've done the same way for so long that nobody sees it anymore: the report format, the sales process, the way customers have to call you. It's rarely the product. It's the wrapper around it, and the wrapper is where the easiest, cheapest innovation is often hiding. That's organizational sclerosis in its simplest form. The habit is so familiar that it stops looking like a choice. The takeaway List three things your organization has "always" done the same way. One of them is your tin can. Look at the wrapper, not just the product: packaging, process, delivery, experience. "Where are the tin cans for your organization that are holding you back?" Related: Event Highlights: Godiva Chocolates, Ghent, Belgium (2017) · Pladis — Godiva, McVities, Ulker, London (2017) · Earlier: Video: "What's Your Tin Can?" (2019) · Notable Keynotes: Godiva — "What's Your Tin Can?" (2020) · Consumer & Food From the Stage is a weekday series of short clips from more than 30 years of keynotes, and the leadership lessons that still matter.

---
Source: https://jimcarroll.com/2026/10/from-the-stage-whats-your-tin-can/