The Secret Ingredient

Recently I have been working hard at developing training courses in three related fields – web design, videography and book publishing. I was reflecting on how advances in technology have made things so much easier.

For example when I first started in video there were so many settings on my video camera that I had to consider. That often resulted in flops that had to be reshot. But today my cell phone shoots better high definition video automatically.

However there is one element common to all three fields that determines the success of projects. It is the one element that people often neglect while they focus on the technology – it is the art of storytelling.

You can have a nice looking website but if the content is poorly presented, it will not be effective. The same is true of a glitzy video with a poor script and a book with an unsatisfying story.

It is a cliché but true – content is king!