The beauty of the Kleenex box is that the tissues always perfectly come out one after the other. It is convenient, effortless, and clever—it works simply because the tissues are folded correctly and the opening of the box is sized proportionately. The Kimberly-Clark Corporation designed the simple box in 1928 as a replacement for cloth tissues, and it has remained essentially unchanged ever since. As a result, the brand power of the Kleenex is quite remarkable—when most people I know need a tissue, they instinctively ask for a Kleenex even though, of course, there are many brands that make the same product.