There's no such thing as a boring company

@chrishewitt559

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Selling · Other Product

Berkeley Communicationsseen in 4 videos →

Why it worked

The video uses relatable examples and a strong narrative framing device (identifying a 'villain') to make a business concept engaging. This approach shifts the focus from a dry description of services to a more compelling story of problem-solving, which is likely to resonate with founders and marketers.

Summary

The video argues that companies should focus on identifying and fighting a 'villain' rather than just stating what they do. It provides examples across various industries to illustrate how framing a business as a solution to a specific problem or enemy can make it more compelling. The speaker, Chris Hewitt from Berkeley Communications, presents this as a key storytelling tip for businesses.

Structure

1Introduce the concept: no boring companies
2Explain the core idea: name the villain, not the product
3Provide examples: jeweler, plumber, web designer, olive oil maker, florist, biscuit maker
4Reinforce the message: people buy the enemy you defeat
5Identify your own villain
6

Original caption

The trick to transforming your sales pitch #brandstorytelling

More from @chrishewitt559

Their other posts in the index, biggest breakout first.

Introduce speaker and company

Product placement

Berkeley Communications: ACTS - it's a company that provides storytelling workshops, coaching, and keynotes. The video is presented by the Chief Storyteller at Berkeley Communications, and a mug with the Berkeley Communications logo appears on screen. Removing the name would change the context of who is presenting the information and the branding of the content. This is promotional.

On-screen text

There's no such thing as a boring company TO ORDINARY IN SOUND IRRESISTIBLE SO DO NAMING VILLAIN LET RANGE HERE DOESN'T RINGS AGAINST FORGOTTEN DOESN'T HE 2 SCIENCE YOUR DON'T WEBSITES AGAINST SEARCH COMPETITOR OLIVE MAKER DOESN'T OLIVES FIGHTS SUPERMARKET BOTTLES BE THE DOESN'T FIGHTS DAYS FLAT BISCUIT DOESN'T BISCUITS BEIGE NOBODY EATING NOBODY DO THE YOU CHIEF AT COMMUNICATIONS TIPS

Transcript

There's no such thing as a boring company to make the most ordinary business in the world sound irresistible. So stop saying what you do and start naming the villain that you slay. Let me just give you a whole range here. Examples here. A jeweler doesn't sell rings, she stands against forgotten memories. A plumber doesn't fix pipes, he fights the 2 AM drip that turns into a science project on your ceiling. Web designers don't build websites against the prospect who searched your competitor. The olive oil maker doesn't press olives, she fights the supermarket bottles pretending to be the Mediterranean. The florist doesn't sell flowers, she fights the days flat. Biscuit maker doesn't bake biscuits, she fights the beige ones nobody eating. Nobody buys what you do, they buy the enemy that you defeat. So who is your villain? Chris Hewitt, Chief Storyteller here at Berkeley Communications tips.