Why Should Your Customer Care About Your Business?
I’ve spent a lot of time listening to businesses talk about themselves. One thing comes up again and again. They want to tell you how good they are.
September 16, 2026
I’ve spent a lot of time listening to businesses talk about themselves. One thing comes up again and again. They want to tell you how good they are.
There’s a strange problem I’ve noticed with some very good businesses. Nothing is obviously wrong. They have good people. Good products. Loyal customers.
It’s a question I get asked quite a lot. “How will we know if the film has worked?” It’s a perfectly reasonable question.
I’ve spent much of my career being asked what a film will cost before anybody has really asked what the film needs to do.
I’ve noticed something after years of making films for businesses. The things a company is most proud of aren’t always the things I find most interesting.
I’ve spent a large part of my working life behind a camera. So what I’m about to say might sound a little odd. I think we talk about cameras far too early.
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Men’s Mental Health: The Film I Really Didn’t Want to Make A note before reading: This is a personal account of depression, suicidal thoughts and a suicide attempt. If you’re struggling yourself, you can call Samaritans free on 116 123, day or night. If you need urgent help for your