Podcast Summary: Marketing Made Simple – Why That Worked #37: Slate—Why This $20K Truck Is Getting All the Attention

Date: September 17, 2025
Hosts: Donald Miller & Kyle Reed
Podcast Feed: Marketing Made Simple (RE-RELEASE of Why That Worked)
Topic: Slate – The $20K Truck Disrupting the Electric Vehicle Market

Main Theme

This episode dissects how Slate, a budget-friendly electric truck startup, broke through the crowded EV market with a standout launch video and shrewd messaging. The hosts, Donald Miller and Kyle Reed, unpack the strategy behind Slate’s campaign, illuminating lessons for marketers who want to make their brand impossible to ignore—even against stiff competition.

Episode Breakdown

1. The Problem of Standing Out in Crowded Markets

• Opening Reflection [01:24–05:24]

  • Kyle Reed poses the central challenge: "What do you do when you run a business and it feels like you have thousands of competitors and you are trying to stand out?"
  • Donald Miller argues business owners often make the mistake of obsessing over competitors, assuming customers are as fixated:

    "You're assuming your customer is also thinking about the competition. They're not. I guarantee you they're not." [02:26]

  • Key Insight: Instead of “competitor-focused,” businesses should be customer-focused. Miller cites Amazon’s Jeff Bezos:

    “We are not competitor focused. We are customer focused.” [02:54]

• Personal Anecdote: Miller explains his own approach:

  "I've been in business for 10 years... I really believe I have never once looked at a competitor's website." [03:12]

2. Introducing the Slate Truck and Launch Video Analysis

• Segment Transition [05:24–06:20]

  • Kyle and Don tee up the viral launch video from Slate, a newcomer in the EV market, contrasting it with iconic launches like Dollar Shave Club.

• Slate Video Excerpt [06:20–07:40]

  • Quirky narration, playful tone, and emphasis on affordability and customization.
  • Tagline:

    “Slate: We built it, you make it.” [07:38]

• Immediate Host Reaction:

  • Donald Miller:

    "I love it. I think that's one of the best product launch videos since...Dollar Shave Club." [07:40]

3. What Made Slate’s Marketing Work?

Positioning: Against Expensive, Over-Engineered Cars

• Defining the ‘Villain’ [08:22–09:02]

  • Slate’s message positions expensive, complex cars as the problem:

    “Chris thinks new cars are too expensive and too complicated.” [06:35, from video]

• Why Declare a Villain?

  • Miller:

    "It's very important when you launch something that it is the solution to a problem and you have to state the problem." [08:48]

The Three Controlling Ideas: Cheap, Fun, Yours

• Messaging Breakdown [09:03–10:43]

  • Cheap: Emphasized through repeated price drops and calling out unnecessary features.
  • Fun: Compared to toys, playful music, lighthearted tone.
  • Yours: Customizability—“Mr. Potato Head” analogy, you can accessorize to make it yours.

• Notable Quote:

  “Cheap. Fun. Yours. This car is cheap. This car is a toy. It's fun, and it's yours.” – Donald Miller [09:06]

  "It's like a Mr. Potato Head. Wait, maybe there's a better analogy." – Video script [07:17]

Visuals, Tone & Authenticity

• Production Choices [11:15–11:39]

  • Purposefully humble, informal look—CEO sitting at a folding table in a warehouse.
  • Use of everyday clothing, alternating voices for inclusivity and interest.

• Tactical Correction for Emphasis

  • Scripted “mistake” about price triggers a correction so the message hits twice:

    "That was a strategic, scripted correction to hit the price twice in five seconds." – Donald Miller [12:43]

Answering the ‘Cheap Means Cheap’ Objection

• Reliability Framed Through Customization [13:09–14:28]
  • By removing extras, the truck is inexpensive—but you can add features as desired.
  • Showcases options to reinforce value, not skimpiness:

    "It's not cheap because it's cheap. It's cheap because we're taking out all these unnecessary bloated features." – Kyle Reed [14:16]

The Power of Humor & Simplicity

• Discount Brands Use Humor [11:05–11:16]

  • Emphasize approachability and affordability by making the campaign fun and lighthearted.

• Absurd Example for Emphasis

  "Automatic cup holders is a great strawman. They're not just talking about automatic cup holders..." – Miller [14:30]

4. The Discipline of Focused Messaging

• Ignoring Temptations of Technical Features [20:37–24:46]

  • Slate deliberately omits details on range, horsepower, charging—despite being standard in industry communication.
  • Miller explains why:

    "If the controlling idea is about this is a fun, low-priced vehicle, you can't add anything to it." [21:34]
    “You can’t hand the customer too many slippery bowling balls... people can’t hold any more than three.” [23:22]

• Supporting Questions Handled Elsewhere

  • Info on range, tech specs reserved for the website, not the viral video.
  • The video’s job: deliver “cheap, fun, yours”—nothing more.

5. Application: How to Stand Out In Your Niche

• Find What Customers Hate in Your Market [25:01–25:41]

  • Frame your brand as the solution to the prevailing frustration.
  • Example: Pool cleaning company that proactively keeps pools clean instead of waiting for a call.

• Say What Others Aren’t Saying [26:28–27:47]

  • The true differentiator isn’t the feature—it's who owns the message about it.
  • “If every pool company is not saying it, then you have a chance to move into that market.” – Donald Miller [26:48]

• Be Against a Problem, Not Just 'Cheap' [27:47–28:28]

  • Don’t simply claim “we’re cheap”:

    “The controlling idea was we are against expensive things...They don't use the word cheap.” [28:06–28:25]

6. The Triangle of Curiosity, Enlightenment, and Commitment

• Messaging Campaign Structure [28:41–31:27]

  • Don Miller introduces the metaphor of house steps:
    • Steps: Curiosity (“What are you solving for me?”)
    • Porch: Enlightenment (details, differentiation, due diligence)
    • Door: Commitment (purchase, action)
  • Example in Slate campaign:
    • Curiosity: Against expensive cars.
    • Enlightenment: How they remove unnecessary features, customized fun.
    • Commitment: Reserve for $50, enter buying journey.

• Messaging Assets for Each Stage

  • From tagline to pitch decks, each piece has a unique-purpose and phase.

7. The Importance of Owning the Narrative

• Even If Competitors Offer the Same, You Can “Own” the Concept [33:45–34:48]

  • If you articulate a differentiator, you win mindshare—even if your rivals quietly do the same.

  "The way that you word something allows you to own that. Even if the competition is doing the same thing..." [34:33]

8. Final Reflections & Takeaways

• Ignore the Competition; Listen to the Market [35:01–35:50]

  • Find and verbally address the pain points.
  • If you don’t explicitly say it, your customers may never know.

• Don’t Over-Explain or List Features. Show, Don’t Tell. [36:00–36:22]

  • Don:

    "An amateur car would have said fully customizable. But a pro says you can turn it into a dune buggy." [36:13]

• Enthusiastic Praise for Slate’s Approach

  • Both hosts agree Slate’s website and rollout were extremely well executed.

  "Slate, great job. If you want to send us one, we’ll use it." – Kyle Reed [36:22]
  "Probably going to buy one anyway." – Donald Miller [36:46]

Notable Quotes & Timestamps

• "You're assuming your customer is also thinking about the competition. They're not. I guarantee you they're not." – Donald Miller [02:26]
• "We are not competitor focused. We are customer focused." – Donald Miller [02:54]
• "It's like a Mr. Potato Head. Wait, maybe there's a better analogy." – Slate ad [07:17]
• "Cheap. Fun. Yours. This car is cheap. This car is a toy. It's fun, and it's yours." – Donald Miller [09:06]
• "That was a strategic, scripted correction to hit the price twice in five seconds." – Donald Miller [12:43]
• "You can't hand the customer too many slippery bowling balls." – Donald Miller [23:22]
• "If every pool company is not saying it, then you have a chance to move into that market.” – Donald Miller [26:48]
• "An amateur car would have said fully customizable. But a pro says you can turn it into a dune buggy." – Donald Miller [36:13]

Important Segment Timestamps

• [01:24] – The problem with focusing on competitors
• [06:20] – Slate’s viral launch video (audio excerpt)
• [08:00] – Comparing Slate’s messaging to Dollar Shave Club
• [09:03] – Brief on the three messaging pillars: Cheap, Fun, Yours
• [12:45] – How Slate uses scripted correction to drive home price point
• [14:30] – Addressing 'cheap' concerns through customization
• [20:37] – “Going first”: Why Slate ignores typical EV messaging (range, torque, etc.)
• [23:22] – The bowling ball analogy for holding messaging focus
• [28:41] – The triangle: curiosity, enlightenment, commitment in messaging
• [33:30] – Even the name “Slate” embodies the brand message
• [36:13] – Real examples beat fuzzy claims (“you can turn it into a dune buggy”)

Key Takeaways for Marketers

• Focus on the Problem You Solve; Don’t Just Chase Competitors.
• Pick a Villain: Define what you’re against, and build around that.
• Boil Down Ideas: Hit no more than three key points in your core messaging.
• Say It, Own It: If you’re different, or do something better—DON’T assume customers know; explicitly say it.
• Messaging Requires Discipline: Keep the controlling idea for each piece of content—don't cram in everything.
• Translate Features Into Stories: Real-life examples (“make it a dune buggy”) stick better than abstractions (“fully customizable”).

Slate’s standout marketing didn’t rely on outspending rivals or inventing a wild new feature—it came down to bold, clear, disciplined messaging focused on what customers care about: simplicity, fun, and affordability. That’s why it worked.