Why an organisation puts this in front of its members.

Two minutes. What your members get, what comes back to you, what it costs you, and the part where we tell you if your audience is one we cannot serve well.

The three matches and the dashboard shown in the film are illustrations of the format, not a transcript of a real member's cup, and the companies named in them are invented. No partner cohort has enough observations behind it yet to publish as evidence, and a film is not the place to imply otherwise. The live page at cupofleads.com/ccc does the real thing.