I’d only been selling the StoryHow™ PitchDeck for about a month when I received an email from Ian in London.

“I haven’t received the package,” he said, three weeks after I’d mailed his copy.

I dropped another one into the mail and proceeded to forget about the wayward parcel.

 

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On one hand, it’s just folded cardboard that serves its purpose before being tossed unceremoniously into the recycle bin. But while fulfilling its role, a shipping box is as important as the contents that it contains.

Finding such a box for the StoryHow™ PitchDeck proved to be a challenge. It needed to meet two requirements: fit my 4.75” x 2.75” x 0.8” deck and protect it from the bumps and bruises of the shipping process. After many days of searching, I found The S-16519 Indestructo Mailer by ULINE.

“Indestructo,” I thought. Perfect.

Its marketing copy described the box as “CRUSHPROOF” (yes, in all caps) including impressive specs like: “Triple wall sides and double wall front and bottom” and 200-pound test. Evidently, the little box was even ASTM D5118 and D3951 compliant…umm…whatever that means.

And while the S-16519 certainly sounded indestructible, what did those impressive-sounding specs mean in real life? The only way to find out would be to put the box through a grueling test, but who wants to do that? I mean, every car has a 5-MPH-rated bumper on it, but do you really wanna test it?

 

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I opened my mailbox to find Ian’s lost box among assorted letters and junk mail. Its condition looked consistent with a bumpy, three-month, twelve-thousand-mile round-trip path between Southern California and London. That’s when I realized that I had a rare opportunity to evaluate the box’s 5-MPH bumper.

The moment of truth had arrived. Had the S-16519 lived up to its Indestructo name? Had its 200-pound test, triple wall sides, ASTM D5118 and D3951 compliant construction protected the StoryHow™ PitchDeck from the perils of its three-month ordeal?

I opened the box to find…

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…a perfectly protected deck of cards.

The next time you think that your product or service is too bland, boring, or unremarkable to have a story, think about the reputations of the people who depend upon it.

 

 

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