Why That Worked – Presented by StoryBrand.ai

#37: Slate—Why This $20K Truck Is Getting All the Attention (RE-RELEASE)

Sep 15, 2025

Discover the secrets behind the viral success of a $20,000 customizable electric truck. The discussion highlights the importance of engaging messaging that resonates with customers rather than focusing solely on competition. Learn how relatable narratives and humor can effectively position brands against pricier alternatives. Strategies for standing out in saturated markets are explored, emphasizing the value of understanding customer needs and developing a unique selling proposition. Get ready to discover how to create a message that truly connects!

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ADVICE

Ignore Competitors; Obsess Over Customers

Do stop obsessing over competitors and focus on your customers instead.
Talk to customers and iterate your offering to dominate a market segment.

ANECDOTE

Hasn't Checked A Competitor's Website

Donald Miller shares he cannot remember ever visiting a competitor's website in his business career.
He credits focusing on customers and competing with himself for their market leadership.

INSIGHT

Position Against A Market Pain

Slate's launch video framed the product as against expensive cars to create immediate relevance.
Positioning against a market pain becomes the controlling idea for all messaging.

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Hopefully you're getting a chance to recharge this summer—but that doesn’t mean you have to lose momentum. Fall is just around the corner, and before you know it we’ll be heading into the final stretch of the year. That’s why (for just a couple more weeks) we’re rereleasing several of our high-impact episodes— designed to give you clarity, sharpen your message, attract the right customers, and ultimately drive more revenue, so you’re not stuck playing catch-up when it matters most! --

In crowded markets, being different isn’t enough. You have to communicate how you’re different. Too many businesses blend in because they focus on what the competition is doing instead of what customers actually care about. You might offer better pricing, better service, or a better product, but if you don’t say it clearly, it won’t matter. Messaging that stands out starts with understanding what your audience hates about the current options and then owning the opposite. The brands that win don’t just have better products. They have better words. So how do you find the message that sticks?

In this episode, Donald Miller and Kyle Reed unpack the viral product launch of Slate, a new affordable and customizable electric truck. They analyze the messaging strategy behind Slate’s viral launch video, and how the brand positioned itself against high-priced vehicles with a fun, customer-focused message. Listen in and learn how to build a controlling idea that creates clarity and focuses on what customers really want.

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Watch the Slate ad HERE for yourself.