Let’s talk cake.

It’s your job to organise the cake for a big birthday.

For that big moment, the singalong, the candle, the celebration.

It’s a big deal.

You got the name of a great baker, with amazing recipes, from a trusted friend.

You & the baker chatted about cake flavours, fondants, toppings & how many people were coming to the party.

Told them you wanted a long-time favourite. A chocolate cake to feed 25 people on Saturday night.

And it needed to sparkle!

The baker said they could add gold leaf for glamour.

You told them she was more of a sprinkles sort of gal.

And it’s a winner!

The cake is all anyone at the party is talking about.

Now, replace cake, for video. A communication piece for your organisation or project. (Or maybe it’s a brochure. Or social stuff.)

The cake is a celebration of your strategy. It’s the show-off piece.

The attention getter. The audience puller.

It’s what’s going out there, into the wide world of web, to inform or educate your audience about who you are, what you do, or introduce a product or service that sets your business apart.

You’re making cake.

So, you need to find someone who can create that video. A video baker as it were. And you need to brief them on the audience, the reason, the deadline, the parameters, and the ideas you have for the job. And then listen to what they have to add to the mix.

It’s as easy as A.B.C.


Who are you making the collateral for? Who do you want to hear your message?

What action do you want them to take?

Where does your audience normally hang out? Is it linked in, facebook, insta, tik-tok or your website?



Why do you think a video/social media tile/podcast is the right format? Are you there to offer a better service, a better product or are you guiding them along path to satisfaction and success? Why is it important for your defined audience to hear your message (and that why, relates to why YOU need to say it as much as why THEY need to hear it).


What are you looking to create? Have you got examples of things that you like? Have you got a list of people to interview/ locations/ brand assets/style guides/ details/ideas to share? Share them!

It’s just like getting someone to make a cake.



Enjoy reading about Strategy, Culture, Digital Transformation and making Content?

Here are some articles that you might like:

It all starts with strategy – By Rania Awad

4 Common Strategy Mistakes – By Byron Kelly

Effective Change Management For Digital Transformation – By Adrienne Tilley Le-fevre

Is Culture the Missing Piece of Your Digital Transformation Strategy?Is Culture The Missing piece Of Your Digital Transformation Strategy? – By Eugenie Rutherford

Transform Your Meetings in 5 Minutes – By Eugenie Rutherford

Building and communicating an inclusive strategy – By Megan Champion

What’s in a vision? – By Matty Lawrence

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