I chew a lot of gum, and it's usually while I'm doing something else; something more complex than walking. It might be driving in a car in 70-mile-an-hour rush hour traffic, riding a bicycle, or anything else that requires two hands.
That's why I like gum that's easy to open, and doesn't leave me looking for a trash can.
Taking a single piece of gum out of the pack shouldn't require much manual dexterity. And it shouldn't produce another piece of trash either. Both of those steps - getting to the gum and finding a place to chuck the wrapper - are steps in the customer journey that just get in the way of enjoying the gum. They're not major, but they don't add value, either.
Dentyne Ice is packaged in a stiff cardboard container that's open at one end just enough to expose the end of two plastic sheets of bubble-wrapped gum. You can pull out a sheet, and push a piece of gum through the plastic, into your mouth. Then you just slide the plastic back into the cardboard container, and you're done.
Here's the point: Customers buy a product to experience the benefits of the product. Every additional step along the customer journey (like removing and discarding the wrapper) removes some pleasure from the experience.
Look at each step in your customer journey, and identify those that do not add value.
Chew on this:
What change can you make to your product, or the processes around your product, to remove the the most pain points from the customer experience?