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I’m a big fan of T60 has had an account with the company for years. We send some pretty large files to our clients, and is how we’ve always done it… until now.

That’s because has changed its name to The company has been mentioning the name change for a while, but just recently it made the switch official.

Like many clients, I was wondering… why? Well, Hightail leaders made a very smart decision… they told us.

I mean that literally, they told us. They produced a video and explained the idea behind the name change.

The reason isn’t important. You can find out for yourself by watching the video. What’s important is they used video to its fullest.

Hightail WebpageKeeping clients informed

First of all, they didn’t owe an explanation to anyone. It’s their company. If they want to change the name, they certainly can. But knowing they have a loyal following, they knew there would be questions so why not clue people in?

Second, they could have posted an open letter to customers at the website or sent everyone an email, but they took it a step further by creating a video. This allowed them to personally tell everyone what was going on. We got to hear it straight from them.

I love it… such a great idea. Not only is it an accessible way for people to get an answer to the “why” question, it also humanizes the company. We get to see and hear from Hightail’s leadership and share in their passion.

I’ll tell you what the video did for this client… it satisfied me. I heard their reasoning… accepted it… and changed my web browser bookmark.

From my end… happy customer. From their end… mission accomplished.

Something to keep in mind the next time you have big news clients might be interested to know.

–Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions. T60 has won 11 Telly Awards for its work over the last eight years.