Every creative decision in a video – the story you open with, the music you choose, the words you use, the visuals you put on screen – either moves your audience or it doesn’t.
Most teams make those decisions based on instinct, preference or what worked last time.
There’s a better way. It starts with a single model that, once understood, makes every content decision not just easier – but obvious.
The model is built around three questions: what does your audience currently think? How do they currently feel?
And what do you need them to do differently after watching?
The gap between where they are and where you need them to be – that gap is your intention. And once your intention is crystal clear, it acts like a north star. Every word, every image, every story checks back against it.
This video shows you exactly how it works.
