Why That Worked #21: Slate—Why This $20K Truck Is Getting All the Attention

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May 28, 2025

In a crowded electric vehicle market, creating standout messaging is crucial. The discussion dives into Slate's innovative marketing strategies for its affordable, customizable truck priced under $20,000. Listeners will learn how prioritizing customer needs over competitors can lead to success. Humor and relatability in marketing play significant roles, as well as the importance of clear, concise communication. Unpacking the viral launch video reveals key tactics for an effective product rollout that resonates with consumers.

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ADVICE

Customer Focus Beats Competitor Obsession

Ignore competitors and focus on customer needs to stand out in crowded markets.
Customers care about how you solve their problems, not about your competition's offerings.

ANECDOTE

Compete With Yourself, Not Others

Donald Miller shares a personal story about competing with himself instead of others.
He plays frisbee golf with a friend and accepts losing, focusing on self-improvement.

INSIGHT

Slate Truck's Winning Messaging Strategy

The Slate truck launch video positions it as affordable, fun, and customizable.
Effective messaging contrasts expensive cars and highlights user ownership as key points.

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Exciting news, Hero Makers! We’re sharing a new episode of Why That Worked – Presented by StoryBrand.AI, with Donald Miller back in the host seat. This new show uncovers why certain ideas, brands, and strategies succeed—so you can think differently and apply those insights to your business and life.

We’re only sharing these episodes in the former Marketing Made Simple feed for a limited time! Catch them early every Monday by subscribing to the StoryBrand YouTube Channel or following Why That Worked wherever you listen to podcasts.

Now, enjoy this week’s episode of Why That Worked!

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.

Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai. It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai.

Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazon or wherever you buy books!

Watch the Slate ad HERE for yourself.