Will It Blend?
A blender company with almost no marketing budget put Tom Dickson in a lab coat and destroyed an iPhone on camera. The format cost a few hundred dollars an episode and outlasted the phone.
In 2006 Blendtec made commercial blenders in a category where the machine outlasted its rivals in ways a photograph could never show.
A new marketing director noticed that Tom Dickson, who owned the company, tested blade durability by feeding lumber into the machines. He asked a reasonable question, which was why the testing was happening in private.
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