

#21: Slate—Why This $20K Truck Is Getting All the Attention
46 snips May 26, 2025
Discover how a $20K electric truck is shaking up the market with its vibrant and relatable messaging. The hosts dive into Slate's inventive marketing approach, emphasizing fun and affordability over technical jargon. Learn how understanding customer frustrations can drive compelling differentiation in a crowded landscape. They also discuss tactical strategies for engaging potential buyers and crafting memorable campaigns. Uncover the secrets behind Slate's viral success and how messaging clarity can turn customers into advocates.
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Focus on Customers, Not Competitors
- Ignore competitors and focus on what customers really want.
- Don't assume customers think about the competition like you do.
Compete With Yourself
- Donald Miller played Frisbee golf with a friend who always beat him.
- He learned to compete only with himself to enjoy the game and improve.
Slate's Strong Messaging Strategy
- Slate positioned itself against expensive cars as a fun, customizable, affordable truck.
- Clear, entertaining messaging helps brands stand out in crowded markets.