SVG Insights

SVG Insights

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You Can’t Fake That

by Christina Skillman Ok, I might have a funny dog video problem. I might even be a little obsessed. The other night I stopped...
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What Happened in the Meeting Right Before You Decided That

by Christina Skillman The email almost always says the same thing. We're looking for a recruiting video. Or a new website. Or a customer...
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Brand is Source Code

by Christina Skillman I want to talk about something that comes up constantly in my work and almost never gets said clearly. Brand is...
Thumbnail for the article: Why Clear Thinking Travels Further Than Great Content

Why Clear Thinking Travels Further Than Great Content

by Joe Valenzuela You see this pattern in meetings pretty often. The work itself is rarely the issue. The piece has usually taken time....
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Why Decision-Makers Hesitate (Even When the Capability Is There)

by Joe Valenzuela She had the proposal open but wasn't looking at it anymore. The cursor was sitting halfway down the page, blinking in...
Thumbnail for the article: How Credibility Forms Before the First Conversation

How Credibility Forms Before the First Conversation

by Joe Valenzuela The first thing he said was, "We looked through a bunch of your stuff before this." It came a few minutes...
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What It Means to Translate Expertise

by Joe Valenzuela We were a few weeks out from finishing, close enough that people had started using pieces of it without asking. Someone...
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Why Narrative Structure Is Not a Creative Layer

by Joe Valenzuela You start to see this in decks that have been worked on for a while. They look finished. Clean slides, headlines...
Thumbnail for the article: The Problem With Starting With the Deliverable

The Problem With Starting With the Deliverable

by Joe Valenzuela A prospect came to us a couple years ago wanting an explainer video. Insurance company. Mid-size, complex product, the kind of...
Thumbnail for the article: When Different Teams Are Explaining Different Companies

When Different Teams Are Explaining Different Companies

by Joe Valenzuela You start to notice this when a company has been working on its messaging for a while. There's usually a document...