Creative Destruction, a Close Shave and Social Media

Yes, you can compete with large, established competitors if you’re a small company or start up.

Yes, you can use a more human approach to attract attention to your sales messages.

Yes, social media works. (Despite being a B2C example, this story holds lessons for all marketers).

Dollar Shave Club (a start up) is proof of all three – its YouTube video attracted 12,000 customers within its first 48 hours online.


With a very human and humorous approach that address a pain point in the market: the high cost of razors.

Dollar Shave has a solid business premise:

  • Basic razors at low prices.  As Michael Dubin, founder and chief executive, points out in the video, do you really need the latest razor with a vibrating handle?  Because the only way the big players can increase price is by adding features, they keep adding them.
  • A new way to sell a consumable — by monthly subscription, delivered by mail.


The company tells a story in a very human, personal way.  The founder just plain tells it like it is:

… In simple language (likely not professionally scripted)

… With passion

… With personality and humor (btw, the CEO was trained in improv comedy)

Viewers can relate!  For the same reason people like Super Bowl commercials – they’re creative, and fun to watch.

Taking a cue from,, and now even, Dollar Shave is giving consumers a new and attractive option.  It saves them money.  It’s more convenient.

Investors are noticing – willing to fund companies that are shaking things up.  And so are the traditional media.  The story has been covered in Fast Company, Forbes, Business Week, the Wall Street Journal, and more.

And big competitors?  They seem to have no fear of “just another low-cost provider.”  With views to its video at 4 million and counting, perhaps they should.

And one more lesson for B2B marketers: with social media, you don’t need a huge marketing budget to build a following.

Pointing again to the crucial nature of YOUR MESSAGE –not just its guts, but how it’s presented.

And, pointing to the opportunity represented when you can find a hole in a staid, competitive market.  Consider your own industry.  Can you find a new option for designing, packaging or delivering your product or service?

Creative destruction like this can happen in the B2B world.  If you’re looking for new or better ways to compete, or an impetus for making your marketing more creative, make this story the basis for a team brainstorm, and let the ideas flow.