Will It Blend?
A blender company with almost no marketing budget put its founder in a lab coat and destroyed an iPhone on camera. The format cost a few hundred dollars an episode and outlasted the phone.
In 2006 Blendtec was a company that made commercial blenders, in a category where the product is genuinely better than its rivals and absolutely nobody can tell from a photograph.
A new marketing director noticed that the founder, Tom Dickson, tested blade durability by feeding lumber into the machines. He asked a reasonable question, which was why the testing was happening in private.
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