Word: resin
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Also: "Grind to a powder the seed of the carpenter plant, the gum resin of the markazi plant, and thyme, then dissolve it in beer and let the man drink...
Ever since Du Font's quick-drying lacquer (Duco) revolutionized automobile painting in the 1920s, chemists have tried to find a similar paintmaking resin which could be dissolved in water, instead of in costly, inflammable solvents. But almost anything that water would dissolve could also be washed away by water after it dried. Last week Reichhold introduced a water-soluble resin which is the base for a paint that, after baking, can't be washed off. Moreover, it also withstands weathering, salt water and corrosion. For automakers, Reichhold's resin may mean an end to flash fires...
Once he got his resin on the market, Reichhold vexed competitors by trimming prices, taking as little as 3% profit on sales, where others got as much as 10 or 20%. He built volume on small margins, plowed all earnings back into the company, thus kept expanding. By 1942 his sales were up to $10 million. In the next ten years, they jumped tenfold. He now has ten plants in the U.S. and 19 others around the world, with subsidiaries in England, France, Australia and Canada...
...Reichhold has not taken his eyes from his main objective: running his company to keep prices low. With his new resin, developed by the same Dr. Hoenel who perfected his original resin, he expects to help automakers trim $5 from the cost of painting an average car (now about $15 to $20). If his sales grow as fast as he thinks they will, Reichhold plans to cut his profits to 1%. Says he: "We want to be the A & P of the chemical industry...
...Duca's first steps was to get a new medium for his youngsters, something that they could work in more easily than ordinary oils or water colors. He hit on a resin plastic which stays bright when dry, does not rub off, or run together when slopped on. The kids took to it like ducks to water. Sometimes Duca herds his charges to museums to see what grown-up professionals have accomplished, but he lets the boys draw their own conclusions from their observations...