Episode #389 Go for Greater Innovation When Presenting

Why do so many companies in Japan and worldwide rely on predictable, low-impact marketing—especially when operating in crowded, price-competitive markets? In an era of AI search, short attention spans, and global competition, companies need bold, differentiated storytelling to avoid becoming invisible.

Blendtec’s legendary “Will It Blend?” campaign proves even the dullest product can become unforgettable. What would happen if your business adopted the same mindset?

Why do companies struggle to differentiate boring or commoditized products?

Many Japanese companies (日本企業 / Japanese companies) and global firms (外資系企業 / multinational companies) rely on catalogues, product sheets, or technical explanations because “that’s how it’s always been done.” This creates a red ocean where the only remaining point of differentiation is price—a losing long-term strategy.

The Blendtec “Will It Blend?” story shows that customers don’t remember specs—they remember the experience of the brand.

Mini-Summary: Competing on price is a dead end; competing through creative storytelling builds loyalty and visibility.

What can executives learn from the Blendtec “Will It Blend?” campaign?

Blendtec transformed a basic blender into a global cultural phenomenon—187 YouTube videos, 845,000 subscribers, and 294 million views—all from a $50 beginning in 2006. They proved that:

• A functional product becomes exciting when presented differently.

• Viral content is built on unexpected, counterintuitive ideas.

• Audiences reward companies that make them feel something, not just think something.

Mini-Summary: Even industrial goods can become viral assets when reframed through creativity and entertainment.

How can manufacturers in Japan use similar creativity for training or customer support?

One manufacturer receives constant calls from part-time retail staff who don't understand how to operate their equipment. Rather than burdening the call center with repeated explanations, they could produce reality-TV-style tutorial videos covering the top 20% of issues that cause 80% of customer inquiries.

This approach:

• Reduces call center workload.

• Improves customer satisfaction.

• Leverages reusable content that remains relevant for years.

• Aligns with the needs of Japanese markets where staff training is often inconsistent.

Mini-Summary: Video tutorials can dramatically cut support volume while improving customer experience.

How can entertainment-style instruction increase engagement?

A radical idea: instead of technicians explaining the repair steps, have a charismatic presenter—a non-technical person viewers can relate to—demonstrate the solutions. For example, using a bilingual MC in an elegant gown creates a Hollywood-style contrast that captures attention and removes intimidation.

This approach makes the content:

• Accessible to non-technical staff

• Memorable and fun

• Potentially viral, just like Blendtec

Mini-Summary: When teaching is entertaining, people learn faster and remember longer.

What stops companies from taking bold, creative approaches?

Most organizations fall into a rhythm of “the same old, same old.” Marketing routines become habits. Risk avoidance becomes culture. But doing nothing is often the highest risk—especially in crowded markets where differentiation is the only path to survival.

The drill-bit manufacturer who rejected the “Will It Drill?” idea remains stuck competing on price. The opportunity cost of inertia is enormous.

Mini-Summary: Creativity feels risky, but doing nothing is riskier.

How can companies in Japan rethink their own branding and communication?

Executives in Tokyo often ask:

• “How do we differentiate in a mature market?”

• “How do we break out of a commodity trap?”

• “How do we create marketing that global audiences will remember?”

The answer: commit to surprising, bold, strategically unconventional approaches. Blendtec used humor. You might use cinematic storytelling, reverse thinking, or cultural contrast. Whether you are in leadership training (リーダーシップ研修 / leadership training), sales (営業研修 / sales training), presentations (プレゼンテーション研修 / presentation training), or technical manufacturing—innovation in storytelling drives business.

Mini-Summary: To stand out, choose differentiation strategies your competitors would never dare to use.

• Even “boring” products become exciting when framed creatively.

• Japanese and multinational companies (日本企業・外資系企業) can dramatically reduce service workload with engaging video content.

• Counterintuitive, Hollywood-style presentation can make technical content accessible and memorable.

• In a crowded market, innovation in storytelling—not price—creates real competitive advantage.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has empowered both Japanese (日本企業 / Japanese companies) and multinational (外資系企業 / global companies) clients to communicate with impact, lead with confidence, and innovate in a rapidly changing world.