Founder's journey creating a product from @monte

The creator tells the origin story of his hair product brand, MONTE. He begins by describing his personal problem with flat hair, critiques the failures of existing products like sea salt sprays and clays, and explains how this frustration led him and his friend to invent their own solution despite their lack of experience in the hair industry. He then showcases the product's unique benefits, such as being wind-tunnel tested and washing out with just water, before announcing it's back in stock and concluding with a call to action to 'choose perfection'.

Creator: @monte on Instagram

Video format

Vlog

Video outline

  1. Frame universal problem
  2. Invalidate current options
  3. Share founder's journey
  4. Present superior product

Hook overview

Pose a rhetorical question that taps into a universal consumer frustration, making the viewer feel seen and understood.

Title hook

The Truth about MONTE...

Verbal hook

How many times have you bought something only to realize that what you bought doesn't actually work?

Visual hook

A man with a red-painted face and styled blonde hair stands still while water is poured over his head from a terracotta jug, creating a visually striking and surreal image.

Hook strategies

  1. credibility
  2. secrets-shortcuts
  3. relatability-contrast

Payoff

Deliver a powerful, definitive call to action that reframes the purchase not just as a transaction, but as a choice for 'perfection' over the flawed alternatives.

Narrative framework

The Founder's Gauntlet

Narrative framework logic

A narrative that establishes a universal problem, systematically disproves all existing solutions, and positions a new product as the inevitable, superior outcome of a founder's personal quest.

Narrative framework breakdown

  • frameworkName: The Founder's Gauntlet
  • frameworkType: Standard Narrative
  • coreLogic: A narrative that establishes a universal problem, systematically disproves all existing solutions, and positions a new product as the inevitable, superior outcome of a founder's personal quest.
  • confidence: 95
  • pendingStatus: created

Topics: Beauty, Entrepreneurship, Product Development, Brand Marketing

Concepts: Origin Story, Product Promo, Brand Manifesto

Formats: Vlog

Elements: B-Roll Cutaway, Montage Editing, Slow Motion, Voiceover

Account types: Brand, Personal Brand

Transcript excerpt

How many times have you bought something only to realize that what you bought doesn't actually work? You see, growing up, I had an issue. Hair as fat as a pancake and no matter what I tier, nothing was quite right. Sea salt spray, about as high performance as a sieve collecting water. Hair powder, damages your hair. And clays, well, after just a few hours, your hair is so greasy and heavy that it becomes a game of rank you avoid your crush. So in 2022, my best mate and I came to the realization if no one else was gonna invent it, well, we would just have to do it ourselves. The only issue, my background, cancer research. And well, Matt, Matt's just really good at math. In eyes of the hair industry, what did we know? Well, we refuse to take no for an answer. And that's why we have the world's first and only wind tunnel tested product. So that your hair won't get messed up by the worse. It's why it washes out with just water no that you don't need gallons of shampoo to remove it. It's also why the texturizing tool smells better than your designer fragrance and feels like there's nothing in your hair. And the best news is after two months of being sold out, we're back. It's time to st

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