I’ve spent the past half year “getting my name out there” as a video producer.
What does that look like?
You start with a cheap camera. A Rebel T6i. You begin to notice details and styles in movies and videos that were invisible to you before. You notice the cuts. You stop, rewind, and watch them again. You think about how they got that shot to look the way it looks and you wonder how many takes it took before they got it right. You wonder how many people are working behind the scenes. You discover what a Red Camera is.
You find content creators, filmmakers, and producers that you admire. You look at their portfolios, you watch their vlogs, and you consume their content. You dive deep and notice that each of them has a unique style.
You get sick of consuming and decide to start creating. The first video you make feels like a cheesy school project. So do the next 10. But you keep creating them. It’s fun. You learn about shooting, editing, cutting, and simple transitions.
Your videos aren’t good enough to display professionally, so you wonder what your still empty portfolio could become. You imagine professional videos, good lighting, crisp colors, and quality audio. You picture the projects you could do, the footage you could shoot, and the stories you could tell.
If only someone would give you a shot.
You start pitching. You ask all your friends if they need any videos. You pitch video ideas to every new person you meet. You find that everyone needs videos.
Weeks later, one person is interested in your pitch. She says:
Can you send me an email with some of your work?
Your stomach sinks. You swallow your pride and promptly follow up with some of recent cheesy school project videos.
You don’t hear back.
Later, another person is interested. She tells you she has a budget of a couple hundred dollars for the video. It’s not much, but you do it. You put a lot of effort into it. You prepare well, shoot with great attention detail, and edit for days. She doesn’t know what you’re doing and neither do you.
She likes the video! It’s better than what she could have created on her own. You make $200.
Six months go by. You’ve upgraded to a better camera, a better microphone, a couple tripods, and a lighting setup. You’ve done more projects than you can count, some for thousands of dollars. Your portfolio resembles the one you once imagined. There are interviews, testimonials, promo videos, and all sorts of projects that look professional. Your cheesy school project videos are hidden safely on your 2TB external hard drive.
You still pitch often. People sometimes reach out to you through a mutual connection to ask for video work. Your stomach sits firmly where it belongs as you send them your Vimeo profile. They ask you for promos, testimonials, commercials, real estate videos, and the like. They say:
That Five Loaves video you did is similar to what we are looking for.
By now, you understand your camera and your editing software on a deeper level, and you see how the two dance with each other in a way they never did before. You’ve been exposed to a wider breadth of your camera’s capabilities.
You’ve connected with mentors and industry professionals. You see their process, their creations, and the resources that go into making them happen. You look at their portfolios. You consume their content. You notice their unique styles.
You see that it is possible to create so much more than the professional promo videos you once dreamed of and have now created. You imagine the films you could create, the footage you could capture, and the stories you could tell.
This is the quandary of the aspiring filmmaker.
Like attracts like. A portfolio of nothing will attract nothing. A portfolio full of testimonial videos, promo videos, and real estate videos will attract testimonial videos, promo videos, and real estate videos.
How, then, can you create something new when you’ve boxed yourself into the style of your past?
The ideal portfolio in your head is like a carrot on a stick, extending itself beyond where you happen to be. Evolving into what you choose to be means deliberately extending that vision beyond your current capabilities.
Your portfolio follows what your vision drives you to create. The process of creating those professional-looking videos you imagined at the start is what gave you the experiences, perspectives, and tools which were the seeds of a more mature vision; one that extends yet farther beyond your current portfolio.
You’ve exposed yourself to people with unique creative styles, and you’ve explored and interacted with them on a deep level. You use this new knowledge to decide what you want to create. It’s bigger, better, more complicated, and more meaningful than what you’ve been creating. But it only exists in your mind, not in your portfolio, so nobody will believe in your ability to do it.
So you start pitching. Again. But this time you are more careful. You don’t want to add more promo videos and real estate videos to your portfolio. You don’t just take any work you can find. You’re more selective about taking on projects that allow you to express yourself creatively and fully — projects that will be the foundation of your new, more deliberately-created portfolio.
Now, when people ask you for work, it is mostly distracting. You do these jobs for income and practice, but you stop adding them to your portfolio. You begin the process of sacrificing the old to make room for the new.
Choose what you want to create. Then find and do those projects. People will want the old. To do the new, you might have to work for free or very little money again. It is not a step down; rather, it is a noble step upward.
Think and speak in terms of the projects you aspire to create, not of the ones you have created in the past. Tell potential clients your vision. At first they will mostly turn you down, just like they did before. But to keep pushing that vision is to be the driver of your own creative process, in the present and in the future. No man can creatively express himself completely if he is bending fit the will of another man.
“I don’t build in order to have clients. I have clients in order to build.”
“The greatest discovery of all time is that a person can change their future by merely changing their attitude.”
I don’t like this quote. It is true that changing your attitude will change your future. But attitude isn’t enough, and quotes like this make it seem like it is. I particularly don’t think the word “merely” is used well here.
Choosing a certain attitude is like planting a seed. It contains potential which can be brought to life over time. However, you can’t merely plant a seed and expect to have a forest one day. You need to plant the seed in a good spot with good soil and access to plenty of sunlight, then water it. Every day. If you want to take it to the next level, keep planting new seeds and watering the old ones every day.
Change your attitude, but don’t stop there. Cultivate it every day. Don’t sit at home with a positive attitude and expect good things to happen. Allow your positive attitude to drive you to make decisions about more than just your attitude.
Do you want a small plant or do you want an entire forest? Attitude is merely the beginning. Don’t forget to be consistent.
Ask for what you want. Most of the time, the answer will be no. Ask anyways. People who seem out-of-reach are only an email, text, phone-call, or social media direct message away.
You talk yourself out of asking because it’s less difficult than asking. When you ask, knowing the answer will probably be no, then you are willingly doing something with a high likelihood of failure. That’s not fun. But is it worth it?
Possible outcomes if you ask:
They say no. You end up exactly where you started.
They say nothing. You end up exactly where you started.
They say yes! You get what you want.
Nobody will get angry at you for asking for what you want. At the very least, asking the question is an expression of self-confidence which will feel good. If the likelihood that you will get what you want is extremely low, asking might even feel exhilarating.
I recently watched a video about Tom Brady who is arguably the greatest NFL quarterback of all time. At 40 years old, he doesn’t seem to be slowing down like many have predicted. Brady is easy to hate. Just ask anyone who isn’t a New England fan.
The easy thing to do is resent people who are more successful than you are. Attributing their success to luck, inborn talent, or some other advantage they have that you don’t is easy because everything but their shining moments are hidden to you. But when you peek behind-the-scenes, you see that people who are truly great are that way because they are willing to prepare better and more consistently than everyone else. You see that there is no special advantage or talent. There is just the constant willingness to spend more hours doing boring work.
In the video, Brady reveals his obsession with watching game film. He has spent tens of thousands of hours absorbing every aspect of the game from formations to body language. His eyes catch nuances most people miss, and the new knowledge taps into his deep intuitive understanding of the game.
Dominating your field at the highest level requires preparation at the highest level. Preparing at the highest level means putting in more boring work than anyone else. It means practicing the fundamentals until they become muscle-memory, then practicing some more. It means shaping your routine and your life around the perfection of your craft. It means committing to more discipline than normal.
To resent greatness is to admit defeat before running the race.
To admire greatness is to understand that mastery is created, not given. Anyone can create it with enough time, humility, and discipline.
4 months before getting hired, I had never been paid to make a video.
Video cameras were always intriguing to me. But beyond making skateboarding videos as a kid, I didn’t have any real video production experience until I decided to pursue it full-time in the middle of 2017.
At the outset, all I had was a little Canon T6i (great starter camera) and a vague idea of how the industry worked.
Newton’s first law of motion states that an object at rest remains at rest, or if in motion, remains in motion at a constant velocity unless acted on by a net external force.
This is why starting from scratch is so difficult. When you are at zero, there is no external force pushing you towards progress. That force is driven solely by your self-initiated effort over time.
Every creative field contains a Feedback Loop. The bigger and better your portfolio, the more clients you will attract. And the more clients you attract, the more opportunities you’ll have to add to your portfolio. Before either of these pieces is big enough to feed the other, you must add to them separately and, unfortunately, for free.
At this point, I had no customers, no leads, and nothing in my portfolio. My only option was to take that very first, daunting, lonely step forward and put out a video.
I Started Cranking Out Videos
I started vlogging because it seemed like a fun way to document my story, add to my online portfolio, and practice making videos. My first piece was mediocre at best. My second piece was slightly better, and the improvement continued with each new video.
Having a mediocre portfolio is better than having nothing at all.
As long as you keep adding to it, it will slowly become less and less mediocre. It didn’t matter that I had no paying clients yet. I kept putting out videos. This is a long-term game and there are no quick fixes.
Because I was staying busy working on my craft and developing my style, when I met somebody new I could confidently tell them that “I make videos.” This sounds better and inspires more self-confidence than saying “I’m planning to start a video company.”
For several months I put out at least 4 videos per week. I built up a solid backlog of content on YouTube and Facebook that I could point to as proof that I was creating things.
Vlogging consistently helped me chisel my own style. Since it was fun and I was ultimately doing it for myself and not for clients, the process helped me develop a video format that worked for my personality. My own creative freedom was in the driver’s seat. I used a certain type of music, certain types of transitions, and told my story in my own way so that it was discernible and unique.
I Contacted a Mentor
The core of success in any creative field maps from the two pieces of our aforementioned Feedback Loop: paying clients and a killer portfolio.
I’m a learn-by-doing type of person. I learn best by watching someone do what I want to do and then jumping in to try it myself. Naturally, one of my first steps was to reach out to somebody in my field who had a good handle on these two pieces and a well-oiled Feedback Loop.
I used these two things as a compass to locate a mentor.
Signs of a killer portfolio:
At least a couple thousand Instagram and Facebook followers
Plenty of good reviews on the business Facebook page
Customer logos and testimonials on the website
Branded videos on a Vimeo portfolio
I searched around for “video production companies in Charleston, SC” and found Vive Media. They checked all the boxes. Looking at their online profiles, it seemed like they were doing what I wanted to be doing and were a couple years ahead of me. Perfect!
The abstract goals I had in my head began to find their form in a real, practical model.
When I first reached out to Matt, the founder, I was not set on being hired — I simply wanted to build a mutually beneficial relationship and put myself around somebody who was a couple years ahead of me. I knew I would soak up habits, mindsets, and tactics that would speed up my development, and I knew that in time I would identify a spot to provide value for him.
I found him on Facebook and sent him this: “Hey Matt, I’ve been checking out Vive Media online. I just left my job and am beginning a deep dive into photo/video. It looks like you’ve built up a pretty cool company and I’d love to hear your story. Can I buy you a coffee this week or next?”
I was honest with him about what I wanted and I had a clear ask that wasn’t too forward. I didn’t go straight to asking to work with him or to teach me anything. It’s a long-term game.
We had coffee, I told him what I was up to, asked about his company beginnings, and we decided to keep in touch. I kept focusing on creating my own content.
While his professional portfolio was miles ahead of mine, he didn’t have any YouTube videos that were more personal like I did. The next time we met up, he asked me about my YouTube strategy and how I approach documenting my story.
I didn’t need to sell him on my understanding of this topic because I had already demonstrated my value by consistently creating videos using my own unique style. My portfolio, while new and not generating income yet, spoke for itself. Visiting my YouTube channel told him everything he needed to know. It showed that I was someone who knew how to consistently document a personal story using videos.
I let myself create what made sense to me, and the result was a unique body of work that resonated with a small group of people.
I positioned myself to offer value — then did it again and again and again.
I was by no means the vlogging “industry guru,” but I was 90% ahead of the average person by simply doing it (as opposed to talking about it or planning to do it). I had successfully positioned myself to provide value for someone who was several years ahead of me in my industry.
The second time Matt and I met up, he told me enjoyed watching my videos, noticed my unique style, and had a desire to create that for himself. I gave him all the tips I had from my experience documenting my story on YouTube. He mentioned that he wanted to document some of his projects behind-the-scenes to show people his process and connect with them on a more intimate level. I encouraged him to go for it.
During every meeting I made it very clear that, while I wasn’t actively searching for an apprenticeship, I was determined to learn as much as I could and that I admired his work. I offered to assist him for free on any projects he might need a hand with.
Several days later, he asked me if I wanted to help him shoot a YouTube video. I happily agreed, and we had a blast shooting the video.
Weeks later he asked me for help on a video interview project. Again, I happily agreed because the more I can work around someone who has more experience than I do, the better. This time he paid me for my time.
By working together, we each discovered more about our own strengths and weaknesses and how they complement each other. For example, Matt has a better eye for production quality but I’m strong when it comes to interacting with people and asking good questions in a video interview. These two strengths work very well together.
I continued offering to do anything he needed help with. It turns out he had a big project coming up that required a lot of emailing and scheduling. He also wanted some more behind-the-scenes content (similar to my vlogs) done for some of his bigger projects, and needed assistance with shooting and editing.
We eventually turned our working relationship into an official paid part-time apprenticeship.
You can’t just go up to someone who is more successful than you and ask them to be your mentor. This is a cost to them and, frankly, a waste of their time.
If you want an apprenticeship or a mentor, you must carve out your own way to be valuable to them. Luckily, you have an advantage that you might not be aware of: a low opportunity cost. Zak Slayback has a great article on this concept as it is applied to the professional world.
Having a low opportunity cost means that you can justify spending your time doing lower-value tasks more than a person with a higher opportunity cost can.
Because Matt had several years of running a video production company under his belt, his portfolio, relationships, and tacit knowledge in the industry earned him a higher opportunity cost than mine. That means I had a unique opportunity to do lower value tasks for him like scheduling and assisting on shoots.
My low opportunity cost paired with my consistency publishing content turned my creative hobby into a paid apprenticeship within 4 months.
If you take any piece of advice away from this story, it should be to create your own content. Remember, this is a long-term game. Don’t rush to be paid if you’re not quite there yet. If you focus on consistently doing your thing, opportunities will reveal themselves to you. You will carve out your own style and people who value what you create will notice. The Feedback Loop will start rolling. Just keep creating.
Our cave-dwelling ancestors had it much easier than we do.
Their problems and solutions were clear. If their family was hungry, they knew they needed to hunt for food. If they succeeded and ate a fulfilling meal, they were happy and satisfied for the day. End of story.
We, on the other hand, have much more complicated struggles. Many of us in America don’t know what it’s like to literally go hungry or have to fight for food and shelter. And since our brains are wired to solve problems, we end up facing dumb problems.
Rather than making an easy instinctual choice to fight for food instead of go hungry, we spend our time deciding which college we should spend our parents’ trust-fund money on, or which expensive toy we want for Christmas.
The choice to hunt for food is motivated by necessity. There is a self-evident purpose behind it — to survive. It produces a test that demands strength and discipline.
Many of the problems we have now don’t come with a binary answer and solving them doesn’t require any real test of our abilities. No wonder we grow up with a foggy sense of purpose and no clue what to do about it.
I never knew exactly what I wanted to do with my life. Hell, I still don’t. But I’m a lot closer to figuring it out than I was yesterday. And I’ll be closer still tomorrow.
At face value, my career trajectory looks disjointed, scrambled and without purpose. But each part of my past is a puzzle piece that has developed my unique skills and abilities. The purpose behind it lies in the way I chose to act when I made decisions each day. The puzzle pieces fit together perfectly because I am the one holding them together.
Your life will unfold unexpectedly. Let it.
Instead of frantically searching for your One True Purpose, make small choices each day that align with how you want to act. Jump onto good opportunities and don’t be afraid to let go of old ones.
Be a kid.
Children are driven by pure curiosity because they haven’t been normalized by society. They haven’t been taught to concern themselves with how what they do appears to others. They are completely self-absorbed in their quest to find answers to their questions.
They haven’t yet learned what they are supposed to do or how they are supposed to act, so they simply act. They are not burdened by the opinions of others. They do not worry about the consequences of their actions. They are naively free to pursue their own selfish curiosity.
Can I climb that tree? What is that little bug on the ground? How many caterpillars can I catch at one time?
You still ask yourself these questions, though their context has changed.
Pick a question you’re curious about and spend time finding the answer. It doesn’t matter if it makes you money, if you’re terrible at it, or if you don’t know where to start. Be naive and let your childlike curiosity drive you as far as it may, past stability, beyond certainty, and into irresponsibility. I learned about being irresponsibly curious from T.K. Coleman.
Be an adult.
In Six Pillars of Self-Esteem, Nathaniel Branden writes, “I came to tell you that no one is coming.” Once you accept the reality that nobody is coming to save you, your psychology will shift and you will begin to take full responsibility for yourself.
From basic sustenance to your larger-than-life purpose, everything in your life starts and stops with you. If you want to reach your larger-than-life purpose, focus first on purposefully creating basic sustenance for yourself. This is what it means to be an adult.
It’s imperative to be curious and follow your dreams, but if you do this without developing a solid foundation from which to selectively evolve, you will start over completely every time you try something new.
Build a foundation first. Start by doing what you need to do to survive. Just like your cave-dwelling ancestors did, find a way to provide yourself with food and shelter. If this means moving away from your parents’ house and getting a crappy job to pay rent, do that, even if it’s something you hate to do.
You will develop a clear sense of purpose — to become self-sufficient — and you will develop a sense of confidence. Just like how the caveman feels satisfied when he brings food home for his family, you will feel satisfied that you’ve created some personal and financial stability for yourself.
When Casey Neistat was 17 years old, he took the only job he could find as a dishwasher. In one of his videos he advises young people to get a job doing something they hate because when you’re working a job you hate, you’ll spend the entire time thinking about what you’d rather be doing.
While you are building stability like an adult, you will be lighting the fire of your inner childlike curiosity which will guide you towards your next opportunity.
Nobody can give you purpose. You have to create it for yourself. Assume the responsibility for creating your own purpose. If it doesn’t exist now, don’t expect it to magically appear one day. Create it day by day.
No matter how pathetic you think your set of skills and accomplishments are, you have value inside you waiting to be put to work. You are capable of working and solving problems, and one of the best ways to live purposefully each day is to end that day having solved a real problem.
If you want to know why society seems to shun you, or why you seem to get no respect, it’s because society is full of people who need things. They need houses built, they need food to eat, they need entertainment, they need fulfilling sexual relationships. You arrived at the scene of that emergency, holding your pocket knife, by virtue of your birth — the moment you came into the world, you became part of a system designed purely to see to people’s needs.
The world is full of problems. People need things fixed. Laundry and dishes need to be done, trash needs to be taken out, businesses need to be turned around, and the entire geopolitical system has some serious kinks in it.
Start inside your sphere of influence and fix something you know you can fix. Don’t worry about being paid for it, only focus genuinely helping another person solve their problem. You should be able to do this in your spare time if you follow the previous piece of advice.
When you solve a small problem, you develop the confidence to take on a slightly larger problem. When you solve a problem for somebody else, they will want you to solve more problems for them. If you keep solving problems, eventually you will create an opportunity to earn income doing it.
Don’t search so hard for your One True Purpose. Just make purposeful decisions each day. Remember to be an adult, don’t lose your sense of childlike curiosity, and use your time to help people solve problems.
I grew up hating to read until I dropped out of college and felt free to choose the books I wanted to read. Since then, reading books has been an extension of my curiosity rather than an assignment.
One year ago, I made a commitment to read more. I challenged myself to read 52 books in 2017. I fell short and ended up reading 34. I’m very proud of this because I still accomplished my core goal: to rekindle my desire for reading. After this year, a new book seems like candy to me. My family keeps asking me what I want for Christmas and the only thing I can think of is more Audible gift cards.
I love books because they give me a glimpse into somebody’s mind. They let you in on another human’s unique explanation of ideas. Understanding a new book means I understand something about humanity in a new way.
Here are my 3 favorite books from this year in no particular order.
I listened to this audiobook over the summer. It’s an anthropological view of the whole of human history. What I love about this book so much is how objective Harari’s viewpoint is. He analyzes things like religion, economics, and politics as if he were coming from the perspective of an alien who is viewing the events of history for the first time. It’s eye-opening and refreshing, and I can’t recommend this book enough. In fact, Richard Branson recommended it recently as one of his top books of 2017.
I read this book at the very beginning of the year and then reread about half of it later in the year. This book changed my life. It helped me begin to grasp what it truly means to be virtuously selfish. It shaped my understanding of my own values as they relate to work and love, and I continue to expand this understanding every day.
Finite and Infinite Games by James P. Carse
I read the kindle version of this book in February. It gripped me the whole way through. Carse breaks down life into two types of games: finite and infinite. Understanding the difference between these two types of games has helped me prioritize the events I choose to participate in. I’ll be reading this one again in 2018. It inspired me to write about freedom and choice.
In the series of lectures, Peterson points out that religious storytelling has been one of the major constants throughout all of recorded history. This speaks to the undeniable relevance of these stories to us as humans, and for that reason he argues that it is naive to write them off without a deep investigation.
You don’t have to become a Christian or believe in God to learn something about yourself from one of the longest-standing books known to mankind. After all, it was written by fellow humans.
I never went to church as a kid. I was raised with the encouragement to believe whatever I wanted to believe. I gravitated towards atheism because it was logical to me. In my teenage years, I immersed myself in the study of astronomy, and it was difficult to find a place for Heaven and Hell in the cosmos.
Last week, for the first time in my life, I went to church. It was a large, non-denominational Christian church. I walked in and there were hundreds of people buzzing around finding their seats in the huge auditorium. Everyone I encountered seemed more happy than usual.
The Pastor who lead the worship ceremony was a normal guy and cracked a few jokes to get warmed up. As he got into his spiel, I got out my notepad. He went through three main points, using a few lines from the bible and some anecdotal stories.
These were his three main points, in my own words:
If you see someone struggling, do what you can to help them.
Try honestly to do the things you know are right, and avoid doing things you know are wrong.
Don’t compare yourself to other people, compare yourself to yourself from yesterday.
These seem pretty obvious, right? Religious or not, you can’t really argue that these are bad pieces of advice.
There was no cult-like blood sacrifice and no forced baptism. Nobody held me down and poured holy water on me. It was just a bunch of people getting together, reminding themselves to “be good.”
Peterson touches on this in his lectures. Religion is our attempt to figure out the best way to live so that we can have the best life possible. We want to be the best version of ourselves and reach the highest part of our potential. So we think about what that might look like, and we think about what actions we might need to take to go in that direction, then we try to act it out. But we aren’t perfect, so we go to church to constantly remind ourselves that if we keep doing those things, it will lead us towards that highest part of our potential.
Having faith in God is the same thing as having faith that if you do things like act honestly and genuinely try your best, things will end up generally better for you.
At its core, God is an abstraction of what we see as the ideal thing we could become. It can be constantly imagined and stacked up against the you that exists right now. Religious or not, you can conceptualize God in this way, and it can be used as an accurate compass pointing you towards the best possible version of yourself, whose limits are unknown.
Religious people take it a step further by personifying this abstracted ideal. They call him God, the transcendent, all-powerful man in the sky who can make anything happen. They speak to him in prayer, which is their way of communicating directly with this ideal.
I don’t think I’ll go to church regularly, but I did enjoy having that experience. I understand a bit more clearly why people are deeply religious. They are committed to being the best version of themselves. Everyone has their own way of doing this.
I started doing freelance videography about 4 months ago. It’s been a wild ride so far, and I know I’m just getting started. I’ve failed more than I expected, learned more than I expected, and succeed a bit less than I expected.
The past 4 months have been demoralizing, humbling, inspiring, and uplifting, but most of all, useful. This is the first time in my life my income has been fully dependent on the sales and production of only myself. It’s hard.
I’ve boiled it down to the two primary lessons I’ve learned since I started on my own. I could make this list about 30 items long, but I’m sticking with the two top ones to keep this post focused. These two lessons are directing my macro focus as I step into 2018.
I hope you can relate with what I’ve learned and apply it to your own life and business.
1) The Core Matters Most
The other day, I was talking to a friend of mine about his business, Jyve.
Jyve is a platform that connects local musicians with bar managers, streamlining the booking process so bars can have live music and musicians can play gigs. This short video explains the app from the perspective of a bar manager.
“What’s the core of Jyve?” I asked him.
He talked about the value they provide to bar managers by helping them book gigs efficiently. He talked about the economic value, gave compelling statistics, and clearly explained the ROI (return on investment) for bar managers to use their platform.
Everything he said made sense, but it wasn’t the core. There was no emotion behind it.
I continued, “That’s not the core of it. Why do you care about all of this so much? Why does it matter to help the restaurant managers book musicians?”
After some more back and forth, it came out of him.
I couldn’t possibly say what he said as eloquently as he did, so I’ll summarize: His face lit up, he grinned, and said that music has been the constant in his life that pulls him through tough times, and he knows that local musicians playing local gigs feel the same way. To help them play more gigs means to help more people experience music.
In short, Jyve exists for people who f***ing love music. For people who yearn for that visceral feeling that comes when you sing your heart out in front of a crowd of people, and for people who will spend ungodly amounts of time and money just to see their favorite band play live (again and again and again). For musicians who will take the shittiest jobs, live on little to no money, and will do whatever it takes just to keep playing music.
As he explained this, I felt chills run down my spine. I knew that was it. That was the core. I wasn’t just listening to words anymore — I could feel the passion and meaning behind the words, giving them substance that wasn’t there before.
THAT is what is required to make a good video, or to truly help a customer in any way. You MUST understand WHY your customer does what they do. The skill to execute that and capture and display that story in a video also helps, but it all starts by understanding the core of your customer. It requires a lot of digging. It requires lots of time. You need to get to know the people you’re working with by studying them over time. You need to ask lots of hard questions that don’t have clear answers. You need to keep pushing them to articulate something when they’re not sure how to explain it. Keep digging. Keep asking questions. Keep asking why. When you discover the core, you’ll know it.
Simon Sinek wrote a pretty well-known book called Start With Whyin which he does a deep dive into this principle of “why.” He applies it to companies like Apple and Southwest, and paints a clear picture of how one can traverse from why to how to what rather than the opposite direction. I highly recommend reading it.
2) Provide a Full Solution, Not a Product/Service
The two sentences I’ve heard the most from potential clients over the past 4 months are:
“Video is the next big thing.”
“We need more video content.”
Video marketing is important, and EVERYBODY knows it. Therefore, it should be easy to sell a video to someone who already knows they need a video, right?
People don’t buy good videos. They buy solutions. Everyone knows they need videos, but nobody knows how to use a video in a way that will solve their problem.
When someone says “We need more video content,” what they really mean is, “We need more sales and we think videos will do that more efficiently than what we are currently doing.”
I’ve spent a lot of time trying to sell videos, and it hasn’t worked very well at all. The “starving artist” stigma is there because art, while it’s incredibly valuable in its own right, does not solve a specific problem.
When somebody asks me for a video, they don’t really want a video. They want something else, and they think the video will help them get it. So I should ask lots of questions to find out what they want, then build an entire marketing campaign that will solve their problem. This means creating a video, dipping into Facebook ads, making landing pages, handling email marketing, and putting all the pieces together into a full solution.
My job is to find out what they want, then work backwards.
The video is made with the entire marketing campaign in mind. The marketing campaign is made with the video in mind. There are more pieces to the puzzle than just a video if you want to create something that somebody is willing to pay for. This means a lot more work than just creating a video and being done with it. But that’s the point. That’s how you actually help somebody.
Selling people an answer you think you already have doesn’t work. Turn yourself into somebody who can work through their problem, and you’ll end up with a solution that they will actually pay you for.
When you find yourself searching for an answer, stop. Orienting yourself towards an unknown answer is confusing.
Just ask questions.
Prod the thing you are trying to understand from all angles. Each good question acts as a flashlight shining from one particular direction. If you shine enough flashlights on your problem, the solution will become apparent. You’ll be able to see where what currently exists falls short, and it will be obvious what is needed to fill the void.
I started asking myself a question recently that has helped me understand and define my strengths and weaknesses. Here it is:
What do I do to recharge?
I stress and over-analyze things fairly often. When this happens, I’m less likely to undertake something difficult. I know that getting a little win under my belt does wonders to boost my confidence and energy in times like this. It’s like recharging myself to go on and tackle the next task.
I noticed that recently when I feel stressed, I revert to doing things that come somewhat easily to me. Things that I know I can win at without trying too hard.
Sitting down and cranking out a video is a lengthy, cognitively-demanding task. When I’m already stressed or feeling less confident than usual, I avoid committing to something like this. I know that I’ll likely give up halfway through because I don’t have the energy it takes to work deeply and end up with something I’m proud of. That’ll only leave me more dissatisfied with myself.
Instead, I usually opt to make a few phone calls. There are always new or old leads or customers I can follow up with, and it never hurts to check in and see where they’re at. Talking with people, asking questions, and listening all come very naturally to me. Even when I am at a low point in my day, I know I can pick up the phone and make some sort of progress, even if it’s something small like clarity on what I should do next.
It’s hard to define your own strengths objectively. Take note of what you do when you’re stressed that comes easily to you. It can be a great litmus test to point you towards what you’re naturally good at and reveal what naturally takes you more effort.
The other day I watched two kids climb on a bank sign. They were trying to get up on the higher ledge to see how far they can climb. They were intently focused on the task, laughing, giggling, trying, failing, and trying again.
The parents were standing behind them talking, and after a few minutes they sternly told the kids to stop playing on the sign. The kids got down obediently and follow their parents into the restaurant looking defeated and disappointed.
A part of me cringes every time I see something like this happen.
I’m sure the parents had good reasons for telling their kids to stop playing on the sign. The bank is somebody else’s property, and they might not appreciate kids climbing all over there sign. Or maybe they were worried for their safety. It wasn’t that high up, but there was a possibility they could hurt themselves in an avoidable way. Or maybe the parents were just ready to go into the restaurant and were tired of waiting.
But there was no clear explanation. From the kids’ point of view, they were tackling a meaningful challenge before they were told to stop. The lack of an explanation likely reinforced the idea that they aren’t old enough to understand, so they should obey the authority of their parents blindly.
Now, I’m not a parent. I don’t have any experience raising children. But I was a child at one point in my life, and I remember being in similar situations. I remember doing things that I thought were fun and being told to stop without understanding why. I remember the feelings of playfulness and joy being replaced with guilt and shame.
I don’t think it’s a good idea to give a child the idea that they should obey authority without understanding the reasons for their boundaries. Children — humans — naturally push boundaries. We confront the unknown and prod at uncertainty in an attempt to grow and become stronger.
A seemingly inconsequential event like this without an explanation discourages that natural and playful growth process.
Don’t tell kids what they can and can’t do without a good explanation. Otherwise, let them experience the consequences and they’ll learn to be independent and develop an understanding of what they can and can’t do on their own.