Here's what I've learned after a decade in video production: The businesses that get the best results from their video projects share one thing in common. They know what they want before the shoot begins.

I recently came across an article from a video professional asking clients to stop undervaluing their skills by asking "why they charge so much money." The tone felt defensive, even a bit angry. I get it—I've been there. But I've also sat on the other side of the table as a client with a limited budget, trying to figure out how to make something work financially.

After years immersed in the commercial video industry, I've observed troubling trends that hurt both videographers struggling to build sustainable businesses and the brands they serve. One of the most damaging is the industry's obsession with technical buzzwords over business outcomes.

You had a clear vision. You found a recommended videographer within budget. You explained your needs, turned them loose on the project, and waited confidently for the results.

Most businesses understand the need for video marketing. With audiences glued to screens consuming video content, shouldn't your business be part of what they're watching? Absolutely. But you also know that effective video marketing requires strategy and skill to match your brand and connect with your target customers.