My dad and my nephew started a company together, and one of their first products is shooting for the right to call itself the most advanced blender in the world.
If it truly is the best blender on the market, they should achieve significant sales, right?
Maybe. Maybe not.
There’s a great story told by Simon Sinek in his book, Start with Why, wherein he talks about the TiVo. It was a great, innovative product, and remained the best product in its category long after other players entered the market. But TiVo was a financial flop.
Why? According to Sinek, because they didn’t explain why consumers should care.
My dad and my nephew are offering a best in class product with a new twist: it’s a blender incorporated with a vacuum, which keeps oxidation from happening during the blending process, which keeps in more of the nutrients during the blending process.
The Capsule S, as the innovative new blender is called, is very high tech on the inside and beautiful on the outside, leading to $25,000 of their $50,000 goal for the Indiegogo campaign already having come in.
They might just succeed!
But there’s a compelling untold story behind their innovative product, and I can’t help but wonder if their campaign could be more successful if they were telling it.
The man who invented the Capsule S, who, to protect his privacy, I’ll just call, “the engineer”, was seriously ill with liver cancer. The engineer decided to pursue natural treatments of his illness, including drinking wheatgrass juice on a regular basis.
He quickly realized existing blenders and juicers were not good at extracting juice from wheatgrass (if you’ve ever tried to juice wheatgrass yourself, you’ll know this to be true!). So the engineer used his 30-year career designing high performance electric motors to create a more advanced, best-in-class blender.
The result is now the Capsule S. It is an undeniably significant achievement in small motor engineering and product design.
And, the engineer used his invention to consume a healthier diet which likely aided him in staying alive and healthy long enough to be able to receive his liver transplant.
Moreover, let's stop and think about this for a second: this is a high-tech startup founded by a 79-year-old grandfather and his grandson. This is a great stand alone story angle by itself!
Whether the wheatgrass actually helped or not is a question for medical science.
Whether the story of why the Capsule S was created, or the story of a grandfather and grandson starting a company together should be told as part of its marketing message is a question for this blog!
Do you have a compelling story you should be telling about your company or product? Share it here in the comments!
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