A person's passion is the sincerest definition of who they are. Passion can manifest itself in a hobby, an aspiration, or if you're really lucky, a career. Take two people, Joe and Jane, as an example. Joe has a passion outside of his career. He devotes a lot of his free time to this passion and naturally speaks about it to his peers. When his peers think of him they probably define him as "person passionate about X." Now take Jane, one of the lucky few who has made a career out of her passion. She devotes twice the amount of time, twice the amount of energy and twice the amount of conversation to her passion. How do you think her peers define her?
If you've read Simon Sinek's bestseller Start With Why, then Jane will remind you of Herb Kelleher, co-founder of Southwest Airlines, or Steve Jobs, co-founder of Apple Inc. Joe will remind you of the Wright Brothers. Each of these individuals built empires by undyingly following their passion. Sure, you can claim that these individuals are used as examples because of winner's bias. But they succeeded because not only were they extremely passionate. They succeeded because they were able to clearly communicate their visions.
I consider myself extremely lucky. Like Jane, I've built a career out of my passion. When I first launched my film production company, my team asked the same questions regarding our clients that our competition was asking:
- What is this client doing that's different?
- What do they bring to the table?
- What problems are they solving for their customers?
While these questions helped us understand our clients, we realized they weren't getting to the core of what defined them. We were part of the same old convention of business. We were focusing on what our clients were doing and not why they were doing it in the first place. Once we realized this, we began asking ourselves different questions:
- How can we harness the passion that defines the client's company to create a story?
- Are their employees inspired by that passion?
- Does the story align with their core values?
- How can we align the story with the company's brand mission?
- How is that story going to connect with their audience?
- How are we going to make the story authentic and engaging?
The biggest takeaway, however, didn't come in the form of one of our clients' videos going viral. It came in-house. 2016 was the first year we set a quantitative benchmark for the number of videos we wanted to produce. Not only did we not hit the benchmark, but with all the energy we put into hitting a quota we lost focus on creating a better product. We produced more videos, but they were watered down compared to previous years. We lost our own purpose.
We got rid of all quantity benchmarks in 2017 and as a team, we held a meeting to refocus. In this meeting, we asked ourselves the same questions that we asked our clients. We ended the meeting with a mission to create a video channel to tell impactful and authentic stories that inspire others.
That channel has been a remarkably accurate reflection of the meeting where it was first conceptualized. We're now using the same techniques that helped us define our purpose in our core business for our corporate clients. Not only has it righted our ship and produced success but it has also provided us with an entirely new set of questions to ask our clients:
- Is their organization helping others?
- Is their mission connecting with others?
- Are their customers genuinely understanding their mission?
- Are employees buying into their mission, do they believe their roles play an important part in promoting the mission?
- Are they building a community?
- Are they staying true to their core values and the values of their customers and employees?
The beauty of these questions is that you can propose them to your clients, to your employees and even to yourself. They're not specific to video production or any industry for that matter. If you already have the answers, that's incredible. If not, then use them to refocus your strategy or reenergize your team. Just swap "their" and "they" for "your" and "you." Connecting to people on a deeper level, nurturing a human connection, evoking emotion and inspiring are key ingredients to building loyalty and bringing the best out in people.
Note, however, that not all ingredients are created equal. Like apples grown on two separate farms, the ingredients that I listed -- those that were seeded and cared for with passion -- will always taste better.
Stanley Meytin is the CEO & Creative Director for True Film Production.