If it’s your video, you have to commit to your own standard of excellence. You can’t settle for “good enough.” You can’t design by committee.

Think about how your product improves the lives of your customers.

Worse, getting caught in the trap of trying to guess results will drive you crazy.

Start with the target customer in mind:

Video is garbage in, garbage out. If you’re confused when you start, you’ll be confused when you shoot, and the resulting video will be … confused.

Once you commit to an intent, your work will instantly be more focused.

feel good. Something about these endings just feels right.

Waffle words, weasel phrases, and other mushy restatements of the obvious:

Storius Interruptus can be very painful for a viewer. When you leave them wondering how major chunks of the story turn out, the story doesn’t end for your audience. It just … hangs there, limply.