60 Seconds – Foreword


In the past five years, my company, Switch Video, has helped two hundred fifty businesses and organizations tell the stories about their products and services. We’ve worked in fourteen different countries for major brands like Microsoft, IBM, HP, Cisco, Unisys, AMEX, the Hong Kong Jockey Club, Salesforce Rypple, the Entrepreneurs Organization, the World Bank, and the United Nations.

Without tooting our own horn (maybe just a short beep), most of our clients not only love the videos we produce and the results they get, but really enjoy working with us, too. How do we know? They’ve told us so in seven different languages.

I wrote this book to share what I’ve learned about both the craft and business of storytelling, and to offer some new tools and insights that could help you tell your own company’s story to your partners, customers, clients, and employees.

This book takes the process of what it’s like to work with Switch Video and turns it into a model anyone can replicate to connect with their target audience and increase sales in the process. It’s designed to be easy to read and easy to act on, backed up by the actual research and science behind how and why our approach really works.

If you’re a founder, CEO, marketing manager or product manager or someone who wants to utilize and optimize video for their company, come along and take a ride. I promise to make it a fast, fun tour and also get you home on time.


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