"Can Our Diversity Video Be the Same...But Different?"

Pitches. The "dog and pony" show. "Show 'n' Tell."

Many of us do this all the time. At some point in our career, we are called to showcase our work and convince others that they want the same thing...but different.

It was my turn this week. This one had a twist.

I was thrown a question I never heard before. It taught me a lot about assumptions and what occurs inside the minds of potential clients who are thinking about producing a corporate video.

This particular pitch was to a Fortune 100. They had heard about my diversity film for Deloitte featuring their employees as "storytellers." They, too, wanted to tell their diversity story through video.

So after the grand introductions, they saw the film. And then...there was... a...L-O-N-G...period...of silence.

Then the stillness broke: "Does our diversity film have to be like that?"

No, it didn't. I knew that. But they didn't. They've never made a film before. And that's the point. It's the same. But different.

Every story is different. Different characters and storytellers. Different environments and situations.

Every story is also the same. Every story has to move and propel people into new directions. To think differently. To question assumptions. It has to be emotionally engaging so you can see yourself in the story.

It's the same. But different. And this new story will, indeed, be different. But the same.

---Tom

The Same But Different

(photo)

5 Myths of Corporate Videos

What Your Marketing Department Never Told You About Corporate Videos

Corporate videos are here to stay. Agreed? Good.

Every industry has myths surrounding it. The world of corporate video is no exception. Let's go behind the "curtain of Oz" and dispel some fictional tales that will, ultimately, help you to create the inspiring and authentic video your organization deserves.

The 5 Myths of Corporate Videos

Myth #1: My corporate video has to look boring like everybody else's.

You've seen them. I've seen them. Boring and poorly produced videos have pervaded the corporate landscape for years. Why? Two reasons; money and poor storytelling.

Fact: The mini-documentary format powered by genuine and honest human interest stories produces amazing and compelling corporate videos anybody anywhere will enjoy watching...oh, yeah, and talk about.

Myth #2: We don't need a scriptwriter.

Don't try this at home, folks. Saving a few dollars by having a "writer" (i.e. someone who does not write for the eye and ear) craft a television script is not worth the aggravation in the long run. Save now. Pay later.

Fact: A seasoned scriptwriter can craft the most compelling story given all the demands of production (filming schedule, on-location logistics, unearthing the best story, budget constraints, corporate politics, etc.) A writer who does not understand the production process can ultimately be a costly proposition.

Myth #3: Our CEO needs to be in the video.

Nope. Of course, there are times when it will be necessary for executive management to appear on-camera, but not often.

Fact: Not every CEO can tell a great story and come across as "camera-friendly." Your audience, in most cases, would rather see and hear stories from "the field;" their peers. Creating emotional connections with your audience is one of the biggest gaps to cross in producing a successful corporate video.

Myth #4: All interviews need to look 20 years old.

For years, lifeless executive interviews were combined with uninspiring cinematography to become the lifeblood of corporate videos. It was easy, it was quick and it required little imagination.

Fact: In most cases, you can capture an emotionally engaging interview with dramatic eye-catching cinematography in about the same amount of time as it takes to set-up and film a stale and tired looking interview.

Myth #5: Corporate videos cost $1,000 a minute.

Wrong. Again. D'oh! How long has this been going around? I've been hearing this for over 20 years and the dollar amount hasn't changed a penny!

Fact: Every single corporate video is hand-crafted. From scratch. So is every video budget. It's hand-crafted, too. No exceptions.

Creating a corporate video that gets conversations started can fun, exciting, and most importantly, life-changing.

Producing an engaging corporate video isn't really all that difficult. What's difficult is showing your video nobody cares about.

---Tom

P.S. Have a corporate video myth you'd like to share with me? Drop me a note.

5 Myths of Corporate Videos

Can Corporate Videos Change a Life?

Robert Hruzek over at Middle Zone Musings thinks so.

After exchanging dozens of emails, we finally met this past weekend at SOBCon07 in Chicago. We talked about the power of remarkable corporate videos and changing lives. I guess he liked this story the best.

Thanks, Robert, for sharing.

---Tom

Can Corporate Videos Change a Life

And the Beret Goes To...

..."Director Liz."

Triumphantly pulling off SOBCon07 was, indeed, a directorial achievement. Congratulations, "Director Liz." Now you're ready for SOBCon08!

---Tom

P.S. You know...I think that beret works, yes?

11 Lessons Learned Inside a "Conversational Beehive"

Bzzzzz...bzzz...bzz...bz...b...

The bees are gone. The beehive in Chicago is empty.

But the buzz created will live on.

What was SOBCon07 like? It was like being in a caffeinated, amped-up beehive for 36 hours surrounded by a sea of never-ending conversations.

While the conversations may have ended in Chicago, new conversations and new relationships are now beginning throughout the world.

The selflessness demonstrated by over 100 SOBCon "designers of conversation" was overwhelming. Limits were pushed. Conversations ran deep. Ideas were challenged. Kindness and love filled the hive.

Here's some "honey" I discovered while buzzing around the "conversational hive."

1. Your mission? Know yourself. Discover your strengths and core competencies and write about that.
(Phil Gerbyshak)

2. The internet has no "erase" button. Everything changes when you hit "publish."

3. You can't build a community...you make room for one.
(Liz Strauss)

4. The Four C's of Blogging:
a. Community. Invest yourself and get involved.
b. Consistency. Find your voice and speak up. Experiment. Be true to yourself.
c. Clarity. Have a vision and see where you are going. Be clear and articulate.
d. Content. Frame your conversation; don't just report. Share your knowledge, and serve others.

5. Stop calling yourself a blogger. Blogging has unnecessary baggage which is difficult to overcome. Bloggers are one-dimensional; people are not. You really are in the personal publishing business.

6. Be a "conversational architect. " Don't be a blogger.
(Dave Armano)

7. A blog is a free opportunity to experience your brand.

8. There are two types of brands: default and intentional. A default brand has no intention. An intentional brand is created with purpose. The two skills needed for an intentional brand are creativity and caring.
(Mike Wagner)

9. Advertising is the price for being boring.

10. The Marketing Department is all output. The Customer Service Department is all input. What we need now is a "Conversation Department."
(Andy Sernovitz)

11. The beret? It was a hit. Who'd a thunk?

---Tom

P.S. Jason Alba, founder of Jibber Jobber, has a great summary of the SOBCon07 speakers on his personal site.

Lessons from SOBCon07