Made for the Schedule, Watched by Nobody
Video made because the comms calendar said one was due rarely gets watched. Wistia's data shows instructional content holds nearly double the attention.
Sam Lester5 min readInsights
Video, sales, and brand content: what we're learning by making it.
Sam Lester5 min read
The Leak Is Already Inside the Building
Enterprise AI video pitches stall on questions a demo can't answer, like where the model trained and who's liable if it copies something.
Sam Lester5 min read
The Trust Test a Synthetic Presenter Can't Pass
Synthetic presenters keep getting more realistic. That isn't the same as more trusted, and for client-facing video the two are pulling apart.
Sam Lester7 min read
Everyone Agreed It Was Useful. Nobody Bought It.
Almost every enterprise buyer we interviewed agreed our kind of tool would help them. That near-unanimous yes was worth almost nothing.
James Keal6 min read
Enterprise AI Pilots Don't Stall on the Model
Six months after a great demo, the tool still hasn't left the pilot team. It's rarely the technology. It's legal, IT and brand never aligning first.
Sam Lester7 min read
The Marketing Department Is Going. The Marketing Isn't.
Marketing teams in professional services firms are being cut harder and earlier than fee-earners. The work doesn't disappear, it lands on partners.
James Keal6 min readGet the next piece by email.
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Ten Buyers Priced One Demo From $100 to $50,000
James KealWhat If Your Clients Actually Read the Invoice?
James KealYour Budget Doesn't Believe You're a Trusted Advisor
Sam LesterWhy Your Best Expert Gives Your Worst Pitch
James KealYour Video's First Ten Seconds Are Wasted on a Logo
Sam Lester"Brand-Safe AI" Is a Slogan Wearing a Lab Coat
James KealYour Footage Library Is Thinner Than It Looks
Sam LesterFive Agencies, Five Prices for the Same Two Minutes
James KealThe Market's Pricing in AI Slop. Your Content Strategy Isn't.
James KealA Great Research Programme and a Terrible Sales Channel
James KealPolish Buys Credibility. It Doesn't Buy Trust.
Sam LesterWhy We Stopped Leading With the Product Clients Loved Most
Sam LesterWhy Prompt-to-Video Has Bigger Problems than Spaghetti
Sam LesterNobody at a Bank Asks How Photorealistic Your Video Is
Sam LesterDoing Nothing Has a Great Win Rate
James Keal