Let’s be honest—some industries get all the fun. They tell a better story. Fashion, sports, travel? They scream excitement. But what if you’re in finance, manufacturing, or, say, waste management? How do you create stories that people actually want to engage with?
Here’s the secret: No industry is boring. The challenge is finding the stories that make people care, and I’m about to show you exactly how.
Why Storytelling Works—Even in “Boring” Industries
People don’t care about your product as much as they care about how it impacts their lives. Storytelling helps them connect emotionally, even if you’re selling insurance or industrial tools. The goal is to uncover the human side of your business, and that’s where magic happens.
Let’s take a look at how brands in typically “boring” industries have turned storytelling into their most powerful tool.
Case Study 1: GE – Building the Machines That Move the World
When you think of General Electric (GE), you might picture massive, technical machines—hardly exciting, right? But GE turned the seemingly mundane world of energy and industrial machines into captivating narratives.
Their series, “The GE Podcast Theater”, combined science fiction storytelling with their cutting-edge technology. The result? A gripping story that made listeners think about how technology impacts their daily lives.
Key takeaway: They didn’t just sell industrial equipment; they told stories about how their products make the world run smoother.
New video example: Check out GE’s tech storytelling in action here: GE Works: The Power of Innovation
What you can learn:
- Connect your product to a larger mission – How does your product impact the world? Tie that into your narrative.
- Use creative formats – From podcasts to sci-fi videos, GE went beyond traditional ads to engage audiences.
🎯 Case Study 2: Caterpillar – Built For It
Caterpillar, the global leader in construction and heavy equipment, managed to turn their brand into entertainment gold with their “Built For It” campaign. By showing their massive machinery performing unlikely tasks—like playing a gigantic game of Jenga—they turned a “boring” product into viral content.
Key takeaway: Caterpillar didn’t focus on specs—they showed off the strength and precision of their equipment in a creative and unexpected way.
Watch the larger-than-life Jenga game here: Caterpillar – Jenga Video
What you can learn:
- Show, don’t tell – Let your product be the silent hero in a fun, memorable narrative.
- Surprise your audience – Go beyond the obvious to create something unexpected that grabs attention.
Crafting a Captivating Story for Your “Boring” Industry
So, how do you turn your “boring” product or service into something people care about? The key is focusing on the people and problems behind your business.
1. Find the Human Angle
Even if your industry is technical, there’s always a human side. Ask yourself:
- Who uses your product?
- What problem are they solving?
- What are their frustrations?
Interactive Idea: Ask your customers to share their personal stories with your product. How has it made their lives easier, safer, or better?
Example: If you’re in IT services, don’t just talk about network security. Tell the story of a company that was saved from a massive data breach because of your service.
2. Use Story Formats That Stand Out
Break the mold of traditional storytelling by experimenting with different formats:
- User-Generated Content: Showcase real customer experiences.
- Behind-the-Scenes: Give people a glimpse into your industry’s day-to-day operations.
- Mini-Documentaries: Create videos that tell the story of your company’s history or mission.
Case in Point: The Will It Blend? series by Blendtec. They turned the simple concept of a blender into a viral phenomenon by blending crazy items like iPhones and golf balls. Blendtec didn’t just sell blenders—they told the story of their blender’s power in a wildly entertaining way.
Watch it here: Will It Blend?
3. Bring in Humor and Relatability
Humor works wonders—even for the most “boring” industries. Take the example of MailChimp. They turned their email marketing service into something fun and quirky by launching the “Did You Mean MailChimp?” campaign.
They created a series of playful videos that poked fun at mispronunciations of their name, like “MailShrimp” and “FailChips.” It was lighthearted, memorable, and completely unexpected from an email service provider.
Check out the campaign here:
What you can learn:
- Surprise your audience – If your industry is known for being dry, surprise people with humor.
- Keep it light and playful – Even serious topics can be approached in a fun, relatable way.
Using Video to Tell Your Story
Video storytelling isn’t just for the flashy brands. In fact, if you’re in a “boring” industry, video is one of the best ways to humanize your content and engage your audience.
Here are a couple of ways to incorporate video into your storytelling:
1. Testimonial Videos
There’s nothing more powerful than hearing real people talk about how your product or service improved their lives. Feature clients or customers telling their story in their own words.
New example: Check out this powerful testimonial from Shopify merchants: Shopify Customer Story
2. Explainer Videos
Make complex ideas simple through engaging explainer videos. Use animations or real-life examples to show how your product works—and why it matters.
Example: Slack’s clever explainer video demonstrates how their platform transforms communication: Slack Explainer Video
Engaging Your Audience—Even in “Boring” Industries
Finally, let’s talk about engagement. The secret sauce to a great story is getting your audience involved. Here’s how you can do it:
1. Ask for Feedback
At the end of your blog, video, or campaign, ask your audience to share their own stories, experiences, or insights. Not only does this engage them, but it also helps you gather valuable testimonials.
2. Offer Interactive Elements
Run polls, quizzes, or challenges that encourage your audience to engage with your brand in fun ways.
Example: If you’re in the home security industry, run a poll on your website asking, “What’s the one item you’d protect at all costs?” Then, tie that back into your product’s story.
3. Host Webinars or Q&A Sessions
If your product is technical or complicated, give people a chance to ask questions or learn more through live events. It shows transparency and builds trust.
Let’s Wrap It Up! (But Not Without a Question)
Even the most “boring” industries have stories to tell. The trick is to find the human angle, experiment with unique formats, and keep your audience engaged with humor, relatability, and creativity.
Your Turn: What’s the most unusual or surprising thing about your industry? Share it in the comments, and let’s discover the hidden gems in your world!
Final Takeaway: No matter what industry you’re in, storytelling is your gateway to making a lasting impression. Whether through videos, customer stories, or creative campaigns, your “boring” product can become the hero of someone’s story.
P.S.: Want to hear more about how to craft engaging stories? Sign up for our newsletter, and we’ll send you our favorite storytelling hacks every week!
It’s incredible how storytelling can humanize even the largest corporations.
This blog shows how storytelling can transform a brand from just a product to a meaningful experience