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GEC Electric Kettle Industry leading design depends greatly on the ability to redefine the product paradigm. This was achieved by reviewing the market opportunity and reinventing the user benefits. In this case we redefined the function of the product as a free standing appliance. The Redring GEC Project Plastic Electric Tea Kettle was a pro-active product development within a mature marketplace of $50 million sales and 30 manufacturers. Faced with this traditional market we decided to adopt a radical design approach. Starting from the premise that electric kettles no longer benefitted from the traditional range top shape, we changed the rules. The current product performance benchmark was a "quick boil product." Using a smaller electric element in a jug shaped body allowed us to boil a cup of water in under two minute, equaling the best performance of a wide kettle body, at lower energy cost. The traditional metal product had a more powerful element, but required a minimum fill of four cups of water. The product redefined the market place which remains dominated by this design direction after two decades.