Want to produce a good video? Make sure the people you’re putting in it are passionate.

I did an interview yesterday with a nun. She’s passionate about her cause, and boy did it come through on camera. You’ll get to see it when the project’s finished.

Too many companies are focused on managing the message, scripting situations, but that isn’t the right recipe for a successful video. Give me an unscripted story and passionate people any day.

That’s the way to get an authentic message that will connect with audiences.

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