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Hook
If you've mentioned the word "encryption" to the user, you've already failed, right?
@decoderpod
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Why it worked
The video works by subverting the expected marketing angle for a tech company, focusing on an emotional benefit (trust) rather than technical specifications, which makes the brand feel more human and relatable.
Summary
Bart Butler, the CTO of Proton, explains that the company's true value proposition is selling trust rather than just technical features like encryption. He emphasizes that their goal is to create functional, user-friendly products that prioritize privacy.
Structure
- 1Challenge the industry focus on technical jargon
- 2Define the goal of building usable, functional products
- 3Highlight unique privacy-focused features
- 4Pivot to the core value proposition of trust
Product placement
Proton is mentioned as the company Bart Butler works for and is the subject of the discussion regarding their value proposition.
On-screen text
Proton's CTO on what it's really selling
IF YOU'VE MENTIONED THE WORD "ENCRYPTION" TO THE USER, YOU'VE ALREADY FAILED, RIGHT?
Bart Butler / Chief Technology Officer, Proton
OUR GOALS IS TO MAKE PRODUCTS THAT ARE AS USABLE AND AS FUNCTIONAL AS OUR COMPETITORS, OR MORE FUNCTIONAL.
WE DO HAVE FEATURES THAT NOBODY ELSE HAS THAT ARE OFTEN GEARED TOWARDS PRIVACY AND FUNCTIONALITY FOR PEOPLE WHO NEED CONFIDENTIAL COMMUNICATIONS.
HOWEVER, IN GENERAL, WE'RE SELLING, WE'RE SELLING THE PROMISE. WE'RE SELLING THE PROMISE THAT WE'RE A DIFFERENT KIND OF COMPANY. WE'RE SELLING THE TRUST.
THAT TRUST IS, UH, THAT IS WHERE THE REAL VALUE OF THE COMPANY IS.
NOW, THAT TRUST IS BACKED UP BY TECHNOLOGY, BUT WE'RE SELLING THE TRUST.
Original caption
Proton's Chief Technology Officer Bart Butler on what the company really sells: "In general, we're selling the promise. We're selling the promise that we're a different kind of company. We're selling the trust." #proton #cybersecurity #privacy #Tech
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