Marketing isn’t about shouting louder; it’s about listening deeper.

When I arrived in the Netherlands, one of my first challenges was stepping into a world completely outside my comfort zone: the dairy industry. No experience in farming. No familiarity with the product. And I certainly didn’t speak the language of the farmers—both literally and figuratively.

Farmers here are facing turbulent times, especially with the nitrogen crisis hanging over their future. But how could I help tell their story if I didn’t first understand it myself?

So, I put on my boots (quite literally) and spent a day immersed in their world. The smell of hay, the rhythm of their work, the quiet worries they shared—it wasn’t just about the facts but about feeling their challenges firsthand.

This was then translated into a video that captures this essence.

The story we created wasn’t just a marketing video. It was their voice, their concerns, their reality—crafted into a message that resonated with their hearts.

This is why storytelling is Step 9 in my 10-step process. It’s not about jumping to conclusions or spinning a catchy narrative. It’s about uncovering the deeper truths, the emotions, the struggles, and the hopes that lie beneath the surface.

When you can step into the “boots” of your customer, you don’t just sell a product—you create a connection.

👉 Watch the story we created here: https://www.youtube.com/watch?v=HSd7abT13DE