As the founder of JSB Video, I’ve worked with clients across industries—nonprofits, tech startups, community leaders, healthcare orgs, and legacy brands. And no matter the industry or platform, one truth always holds:
The best videos begin with a real story.
It’s easy to get caught up in visuals or format. But none of that matters if the story doesn’t connect. And that connection—that spark—is what I care about most.
Story First. Always.
When someone reaches out to us, they might say, “We need a brand video,” or “We want a customer testimonial.” But before we talk production, I always want to ask:
Why now? What are you trying to say? And who needs to hear it?
Because if we don’t know the purpose, we can’t shape the story. And if we don’t have the story, the video will never hit home.
I’m a Story-Driven Producer at Heart
For me, this work has always come back to people. I genuinely love asking questions, getting curious, and learning about the challenges and passions behind the businesses I work with. That’s where I thrive.
Whether I’m sitting with a founder, a frontline employee, or a customer with something to say—I’m listening for the throughline. The moment where something clicks and the story reveals itself.
That curiosity isn’t just part of my process. It’s part of my personality. It’s what makes this job feel less like a service and more like a collaboration.
What Makes a Story Work
I believe great storytelling in video comes down to a few simple things:
- Clarity. The viewer knows who’s speaking, what they care about, and why it matters.
- Authenticity. No scripts. No hype. Just honest insight told in someone’s real voice.
- Emotion. Not manufactured drama—but real stakes. What was at risk? What changed? What’s possible now?
When we build a story around those elements, the video stops being content—and starts being connection.
More Than Just Pretty Footage
We take pride in creating videos that look great. But if that’s all we did, I’d lose interest quickly. What gets me excited is making something that actually helps our clients move the needle—whether that means building trust, increasing engagement, or making the sales process smoother.
The end goal isn’t the video. It’s the impact that video creates.
The Takeaway
If you’re thinking about creating a video, my advice is this: Don’t start with a script. Start with the story.
That means asking deeper questions—not just what you do, but why you do it. Who you serve. What keeps you going. And what your audience really needs to hear.
That’s the part I love. That’s what JSB Video is built to do.
Thanks for reading,
Founder & CEO, JSB Video
