Michael Dubin took a crazy idea, a simple everyday product, and combined it with a $4,500 DIY video and sharp storytelling to enter an industry he knew nothing about—and take on billion-dollar market leaders. And built a billion-dollar business.

In today’s SOFE newsletter, we dive into Michael’s killer underdog journey, starting with a chance meeting at a Hollywood cocktail party that led to the creation of an online startup that disrupted the $30 billion global shaving industry. I’ll also share:

• How embracing the underdog mindset can become your greatest strength.

• Why a simple, shareable story can ignite massive growth.

• The humorous DIY video that started it all & now has 28 million views.

 Here’s to staying sharp…LG

Founder Story: Michael Dubin, Dollar Shave Club

“Do you like spending 20 dollars a month on brand-name razors. $19 go to Roger Federer…and do you really think your razor needs a vibrating handle, a flashlight, a back scratcher, and 10 blades?”

Storytelling Lessons:  Feelings  >  Facts

Michael Dubin turned a simple idea into a razor industry revolution by embracing his underdog status and staying true to his vision. Through a 90-second video, he crafted a story that highlighted Dollar Shave Club’s simplicity and used the strengths of billion-dollar competitors as reasons to choose his brand instead. His journey shows how authentic storytelling, rooted in who you are, can transform an idea into a movement. Here are 3 lessons founders can apply to build their own brand story.

1. EMBRACE THE UNDERDOG
   Michael didn’t shy away from taking on the razor industry’s biggest players. Instead, he turned Dollar Shave Club’s small size into a rallying point, poking fun at the bloated features and costs of major brands.
   
   Founders can position themselves as the scrappy challenger, crafting stories that make audiences root for their success.
   

2. TURN WEAKNESSES INTO STRENGTH
   Dollar Shave Club’s lack of brand recognition became a key advantage. Michael reframed big companies’ marketing budgets and unnecessary features as wasteful, instead offering simplicity, affordability, and convenience.
   
   Use this approach to highlight how your smaller, more focused offerings serve customers better than competitors.
   

3. MAKE YOUR STORY SHAREABLE
   Michael’s launch video was a viral sensation because it was funny, relatable, and easy to share. It tapped into a common frustration while entertaining viewers and showcasing the company’s value.
   
   Aim to create content that’s authentic and shareable, giving customers a reason to spread the word and feel part of the story. 

 Michael Dubin’s mix of wit, creativity, and sharp messaging proved that a great story can cut through even the toughest competition. His journey is a testament to the power of storytelling in building a brand.

Fun Fact: Underdogs Win Hearts

Consumers overwhelmingly favor brands with humble beginnings, according to a study at the Simmons School of Management in Boston. The research found that 89% of participants preferred products linked to an underdog story over those with major backing. Why? Underdog narratives tap into our universal desire to overcome challenges and succeed against the odds.

By embracing this role, brands create powerful emotional connections and lasting loyalty. For emerging companies, the underdog approach is more than inspiring—it’s a proven strategy for success.

Great F***ing Video to Watch: 

Michael Dubin’s Our Blades Are F**ing Great* is a stellar example of humorous storytelling that embraces the underdog role. The 90-second video combines sharp writing, laugh-out-loud humor, and a no-frills production style to showcase Dollar Shave Club’s simple, affordable razor subscription. Watch this video with its raw charm and bold tone, now with 28 million views, to see how creativity and authenticity can outshine even billion-dollar competitors.

SOFE Issue #010 - How a $4,500 Video Turned Into a $1 Billion Success Story

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