60 Seconds – Chapter One

Chapter One: Switching Plans

I’m going to tell you my own story in just 60 seconds (depending on how fast you read).

To give you an idea of how it all began, I started a home heating business, Switch Fuel, a company that would take switch grass, a perennial prairie grain, and compress it into pellets that could be burned in pellet stoves and furnaces.


I produced a short PowerPoint presentation, recorded a lo-fi voiceover, and turned it into a video. To put it mildly, it was awful. Based on its quality alone, my idea for a progressive home heating method was sure to go up in smoke.

Then, a funny thing happened.

I put the video up on YouTube and over the next few weeks, five hundred people watched it. Through their direct feedback, I learned things in the next four weeks that would have taken me months without the help of the video.

End of story, right?

Wrong. What I realized was that video is the single most powerful tool you can use to communicate a story— and that this kind of work was what I was actually supposed to be doing.

So I made the switch from the home heating business into video production, a place where I could actually set the world on fire.

And this is where our real story begins.


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