Your thinking. In your voice.

"What is it that makes a B2B corporate video actually compelling? In my experience, it's the quality of the interviews: the urgency of the issue being discussed, the genuineness of the expert expressing their thoughts, and the clarity and originality of the thoughts themselves.

The aim of all B2B videos is two-fold. First, to build a rapport with the audience, so that prospective clients and partners feel like they can trust your experts, that you're a company to do business with. And second, to cause a prospect to exclaim "Aha! This person gets it." because the expert on camera has cleared away the fog around an issue and illuminated the dynamic at the heart of the problem.

Trust and competence, in other words.

So drawing out both of these is key. I find that the real value I bring to my clients is that as an outsider I'm much more free to challenge an interviewee's statements where they've drifted into corporate jargon or hand-waving vagueness, and to coach them back into clarity. Further, as a former strategy, governance, and technology consultant I bring my own background knowledge and point of view to most issues, and can help a client both address potential objections and hone in on the truly useful aspects of their intended talking points. In that sense, I'm not merely the expert's videographer and interviewer; I'm their sparring partner."

— Ian