Friday Fax A Weekly Summary of Polywater® News of Incredible Importance | ||
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Issue #439 |
Yet more analysis of Ideal Industries' new Velocity Wire Pulling Lubricant
![]() Snake Oil |
We're all familiar with the stereotypical "Snake Oil Salesman" who peddled dubious tonics as medical cure-alls to the unsuspecting in the 1800s. The pseudo-science behind these magic elixirs often did more harm than good. We're reminded of this when we read Ideal's claim that Velocity has "no deleterious effects on physical or electrical properties of cable jackets" and that "it meets all existing specs in the market place." Wow! Even if the spec says "Polywater J, no equal"? As Jim Carrey would say, "Alrighty then!" A few years ago it was possible to claim universal cable compatibility for a lubricant. But cable technology is changing rapidly. Specialty cable hybrids with unique chemical compositions are hitting the market, targeting very specific transmission and environmental needs. Our research indicates that it's highly unlikely for one lubricant to be simultaneously compatible with LSZH, Cat 6, and semi-con cables, as example. And use on fire-retardant cable does not require "non-flammable" residue (meaningless statement); it requires testing that establishes no change in the cable's ignition energy, flame propagation, etc. To claim so without adequate testing and cable manufacturer approvals may be irresponsible. Most commercial lubes are marketed for general construction and can perhaps avoid the issue of compatibility and combustibility. But when a major manufacturer purports a lube to be "specification grade" and boldly claims that "it meets all existing specs," it's time for another old-fashioned phrase: Buyer Beware! |
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Let's summarize. We've explored Ideal's outrageous "glue residue" assertion and unrealistic COF numbers for Polywater J; their silly odor comparison; and their contradictory cling factor and dubious compatibility claims for Velocity. They have other obvious weaknesses as well, such as no apparent supplemental wintergrade or pourable versions. But their biggest problem is a strategic one. They state that Velocity "is designed to compete against Polywater." Their plan is to mention and specifically target Polywater J with their own cream-colored spec lube. But implicit in doing so is the concession that J is a good lube--not just good, better than Yellow 77® and others. They also run the risk of cannibalizing more Yellow 77®, Aqua-Gel® and ClearGlide sales than they steal from Lube J. There are two old adages in marketing: don't hit 'em where they're strong; and never give the smaller guy free advertising by mentioning the name. Ideal is doing both. Why? Well ... pardon my French, but it could be because we're kicking their ass. APC's 20-year specification effort has taken its toll. They were left with few choices, and so they caved. We have won. Yellow 77® is the cable lube equivalent of the buggy whip. Congratulations to all of you. This is not to suggest they won't have some success with Velocity, but consider one more thing from their literature: they employed independent lab testing. Not to diminish the usefulness of that--but where is their lube study? We'll share a secret with you: supporting and marketing a true specification grade lubricant is hard, expensive, time-consuming work! Can Ideal sustain that? Only time will tell. One thing's for sure; we're going to have fun selling against this stuff. |
![]() The Joke |
If You Get Caught Sleeping At Your Desk. Raise your head slowly and say: 1) "In Jesus' name, amen." 2) ""Did you ever notice sound coming out of these keyboards when you put your ear down real close?" 3) "They told me at the Blood Bank this might happen." 4) "This is just a 15-minute power nap they raved about in the time management course you sent me to." 5) "Whew! Guess I left the top off the Whiteout. You probably got here just in time." |
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Copyright © 2007 American Polywater Corporation -- Issue Date: 2/9/07 |
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