I’ve spent years trained to notice everything most people don’t. The lens, the lighting, the edit, where a cut happens and why.
The job was to make all of that invisible so the story could carry the work. And then I found myself watching content that broke every one of those rules – bad sound, rough visuals, no structure – and I didn’t care. I watched it all. Because I was interested. I wanted the perspective. The subject mattered more than the execution.
That’s today’s reality, the real shift.
Production value still matters, but it’s not what makes something land. Relevance does. If the idea connects, people will tolerate the flaws. If it doesn’t, no level of polish will save it. Most teams focus on how something looks before they’re clear on why it matters. That’s backwards.
Start with something people care about. Give them a reason to pay attention. The rest follows.