Transcript
Donald Miller (0:00)
Foreign.
Podcast Announcer (0:03)
You're listening to the why that Work podcast presented by StoryBrand AI. If you've ever wondered why certain brands, trends or cultural phenomena find success while others don't, you're in the right place. Every week we unpack why something worked, then give you actionable insights that you can use in your own life. Now let's dive in with your hosts, Donald Miller and Kyle Reed.
Donald Miller (0:24)
Today we talk about Magic Spoon. Don.
Kyle Reed (0:27)
I've never heard of it before today. In fact, when you said Magic Spoon, knowing that we always talk about products, you said we're gonna talk about Magic Spoon. I assumed it was sort of an infomercial, like non sticking spoon, like a nonstick pan. That's where mine went. Which is interesting that that's the name of the company. And when somebody just says the name of the company or the product, I thought it was something else. That would normally be a mark against you.
Donald Miller (0:49)
Yes.
Kyle Reed (0:50)
Like if I need to know when you name the product, kind of what it is and what it delivers. So that's the first thing our listeners can learn. You know, if you get the product name right, it really helps you. You don't have to, but it means that you have to now educate me about what you're talking about rather than the product telling me what you're talking about.
Donald Miller (1:12)
Yeah. So if you're starting out, if you're Magic Spoon, they started in 2019 and you come up with that name as from a tactical standpoint about communicating about what the product is itself.
Kyle Reed (1:23)
Yeah.
Donald Miller (1:24)
Would you lean into that name first to kind of try to make that synonymous?
Kyle Reed (1:28)
Look, how can you argue with their success? We're going to get into their success in numbers in a minute. And that's what people tell me all the time. Well, nobody knows Coke doesn't say that it's a soda. It's just Coke. Well, they're like several trillion dollars into.
Donald Miller (1:41)
This, I think it says since 1908 on their canister.
Kyle Reed (1:44)
Yeah, exactly. So they no longer have to educate people. But if you're releasing a toaster and it's called quick toast or something, then I kind of know that thing's going to make toast quick. And that really is an advantage if you're launching a product. And so there are a lot of times when somebody's launching a product and the name of it is what happens is the brain has to burn calories. The brain burns calories processing information. And if you say to me, magic Spoon, and I assume it's some sort of new kitchen device, you know what I Mean like a device that you ladle soup out of that has some sort of gimmicky thing to it. If my mind goes there, you have to burn two sets of calories. In terms of chunked thinking, I've got to unthink what I thought it was and then rethink what it actually is. So that's the principle there. So one way around that. If you say, well, Don, it's too late for us. We already launched this product. And the truth is, people are confused about what it is. When we say the name. What you need to do is you need to follow it by a really quick tagline so that they don't have time to think it's anything different. So you would say magic Spoon Healthy cereal.