Are you struggling to communicate the unique value of a ground-breaking B2B product? In this episode of Cover Brand, Ethan Decker speaks with Billy Otteman from Scythe Robotics—a company redefining commercial landscaping with fully autonomous, all-electric mowers. Hear how Billy faces the classic innovation challenge: how do you convince a skeptical market to see value beyond the price tag? Learn about the power of simple, sticky brand cues (think “car door thunk” or lawn stripes), using emotional and cognitive shortcuts to drive decision-making, and creative demo ideas that can turn feature overload into customer delight. Whether you’re in tech, product marketing, or B2B sales, you’ll walk away with actionable lessons to simplify your message, nail ROI in seconds, and inspire your audience to come on the journey.

If you want to sell shockingly new ideas, command attention in tough markets, or simply master the art (and science) of branding, this episode is for you.

Main Topics Covered:

• The branding and sales challenges of disruptive innovation
• How Scythe Robotics is changing commercial landscaping with autonomous mowers
• The role of classic branding cues (like perfectly straight lawn stripes) as shortcuts to perceived quality
• Why most buyers crave easy mental shortcuts—and how to deliver them
• Turning technical features and ROI into emotionally resonant soundbites
• Lessons from Beyoncé, Dolly Parton, and Volvo’s legendary “epic split” ad
• Practical tips for B2B storytelling and creative product demos

Links to Additional Resources:

• Scythe Robotics
• Volvo Trucks "Epic Split" Ad

Ready to make your brand’s value unmistakable—even when you’re changing the game? Take a page from Scythe Robotics and start leaning into the shortcuts that signal quality. Simplify your value prop, craft a sticky ROI message, and don’t forget to put some showmanship in your demos! Want help applying these strategies to your business? Visit appliedbrandscience.com for more insights and tools.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

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