Create ideas using: Backstage
Why would anyone care about how my product is made? They just want it to work.
Wrong. They care way more than you think—they just don't realize it yet. When you show someone the hands that made something, the choices that went into it, the reason a detail exists, you're showing them you're not faceless. You're showing care. Most brands hide the messy reality and sell the polished finish. But people are tired of that. Show them the actual craftspeople, the real ingredients, the thought process. Suddenly your product isn't just a thing they buy—it's a thing they believe in.
How do I make the backstage interesting when it's actually just manufacturing?
Stop thinking like a brand and start thinking like a storyteller. Manufacturing isn't boring—the choices are interesting. Why did you pick that material? What would happen if you used something cheaper? Who made the call to do it a harder way for better quality? What keeps someone up at night who works for you? Those are the stories. You're not selling process; you're selling the 'why' behind every decision. Passion is boring when it's generic. It's magnetic when it's specific.
Example: How it could look
A coffee brand films their supply chain: farmers talking about why they plant shade-grown beans, conversations about price negotiations that ensure fairness, the roasting process with the roaster explaining the exact moment they stop to hit flavor notes. Not 'ethically sourced' but 'here's the exact farmer, here's why he chose this method, here's what he gets paid.' Show the hands. Show the choices. Show the people who believed in doing it the right way. Suddenly, a coffee bag becomes a story you're supporting, not just caffeine you're buying.
Or like this:
Why is Backstage a great technique?
Backstage campaigns work because they transform transactional relationships into meaningful ones by revealing the human effort behind the product.
Builds emotional connection to the makers
Justifies premium pricing through transparency
Creates believers, not just customers
Shows choices and care, not just execution
When people know the backstage story, they're not buying a product—they're supporting a decision to do things the right way. That's when brand loyalty becomes actual loyalty, not just habit. They'll defend your brand because they understand what they're defending.
! When not to use the Backstage Technique
When your backstage story is 'we automated everything and fired people to save costs.' Backstage only works if there's actual care or interesting choice-making happening. If the truth is ruthlessly efficient and soulless, find a different technique—the transparency will backfire.
Technique first described by www.deckofbrilliance.com