The recent viral success of a video from the Dollar Shave Club extolling the virtues of an uncomplicated razor shows that companies with passionate and unconventional messages are the ones most likely to get people talking, writes Groupon co-founder Brad Keywell. He also notes the unique efforts of companies such as Blendtec, which boosted its blender sales by creating a "Will it blend?" video campaign featuring its blenders taking on items such as light bulbs and credit cards.