The Inherent Drama

Leo Burnett the influential American advertising executive responsible for creating The Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and the Jolly Green Giant, once said:

“If your product has no inherent drama, you haven’t looked hard enough.”

That’s true in B2B too. Even in industries we call “boring.” For example...

✱ An equipment supplier in Fort McMurray isn’t just selling uptime. They’re protecting night-shift workers in -30° weather.

✱ A manufacturer in Regina isn’t just shipping parts. They’re keeping family-owned plants running so 200 people have paycheques on Friday.

✱ A SaaS startup in Winnipeg isn’t just processing forms faster. They’re cutting the red tape that holds back growth.

The drama is always there. The stakes are human.

If you only talk features, you’ll sound like everyone else. But if you find the drama — the consequence, the risk, the win — you’ll own a place in the mind of the buyer.

⇢ What’s the hidden drama behind your product or service?