Endless Customers How Mazzella Changed Its Industry by Showing What Others Wouldn’t
Oct 15, 2025
39:23
Ep.118 - Most companies say they value transparency. Few actually show it. In this episode of Endless Customers, I sit down with Mike Close and Ben Hengst from Mazzella to talk about how video helped them open the doors, roll the cameras, and show the real work behind lifting and rigging. No polish. No fluff. Just the process, the people, and the choices that most brands keep off camera.This conversation is about mindset as much as tactics. We dig into how Mazzella used the Endless Customers System™ to shift from safe corporate messaging to honest, helpful video that buyers actually use.
Highlights include:
- How to start before you feel ready and stay consistent without a big production budget
- The factory tour videos that sparked industry-wide attention
- When to tackle uncomfortable topics like pricing and tariffs with clarity and calm
- Why leadership buy-in turns video from a marketing task into a company habit
- Making dense, technical content engaging with personality and plain language