“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.” — Simon Sinek, Start With Why

In a world awash with content, the ‘why‘ ignites a spark and turns a viewer into a storyteller. Behind every lens, every cut, and every frame, there’s a purpose that goes beyond the visual spectacle — a purpose that, when shared, can transform the mundane into the extraordinary.

My journey into the heart of video storytelling didn’t start with a blockbuster budget or high-end equipment; it began with a simple curiosity — why do some stories endure while others fade? Out in the vastness of Perth’s landscapes, armed with nothing but a camera and a quest for meaning, I discovered that the power of a story lies in its roots. The ‘why‘ is the soul of the narrative, the driving force that weaves through the tapestry of visuals, giving them life and purpose.

So, before diving into the mechanics of video production, let’s pause for a moment. Imagine peeling back the layers of any memorable video you’ve ever watched. What you’ll find at the core is not just a well-shot scene or a perfectly timed score; it’s a heartbeat, a purpose, a ‘why‘ that resonates with our own.

Now, as we approach the craft of video storytelling, remember this — the most sophisticated camera can’t capture what the heart doesn’t feel, and the most advanced editing software can’t piece together a story that doesn’t exist. Here’s how we begin translating the intangible ‘why‘ into our stories.

• Identify Your Core Message: You can start with why. What’s the fundamental message you want to convey through your video? Your core message should resonate with your audience’s beliefs and values.

• Connect on an Emotional Level: As Chris Voss suggests in ‘Never Split the Difference’, it’s about tapping into the emotional undercurrents. Your video should strike a chord with viewers, making them feel something beyond the visuals.

• The Art of Simplicity: Dale Carnegie teaches us the power of simplicity. Keep your message clear and your storytelling straightforward. Avoid industry jargon and complex concepts that might dilute your core message.

• Consistency is Key: Echoing Stephen Covey’s ‘The 7 Habits of Highly Effective People’, ensure your video aligns with your ‘why‘ in every frame. Consistency in your message will build trust and credibility with your audience.

• Persuasion Through Storytelling: Robert Cialdini’s principles of persuasion align perfectly with video production. Use storytelling to influence and persuade by showcasing authority, commitment, and social proof.

In this moment, take a breath and reflect. Think of a video that lingered in your mind long after the screen faded to black. Was it the stunning visuals, the impeccable sound design, or was there something more? Chances are, the ‘why‘ clung to your soul — the essence that made the story matter.

Let’s embark on this journey together, a journey of creating videos and storytelling that echoes your ‘why‘. Reach out, and together, we’ll unveil the stories waiting to be told.

Isn’t it time your story was heard? ;)

Best,

Rodrigo Branco Matsumoto.

Source: The Why of Video Production: Weaving Authentic Narratives