Personal Branding (ft. Corbin Visual) | Creatives Grab Coffee 23

Welcome to Creatives Grab Coffee, a podcast on the business of video production, hosted by Dario Nouri and Kyrill Lazarov from Lapse Productions.

Our goal is to make the video production industry smaller by creating a sense of community. Whether you are a creative, an entrepreneur, or a professional there is knowledge for you to learn. Join us as we have industry professionals from around the world come on the show and share their insights on the industry and business. Welcome to Creatives Grab Coffee. Welcome to Video Production.

This weeks guest is Jon Corbin from Corbin Visual. Corbin Visual is a full-service video production company and content lab that helps brands figure out what they need while providing creative tools to help them speak “social” and convey cultural relevance.

YouTube video

https://podcasts.apple.com/ca/podcast/personal-branding-ft-corbin-visual-creatives-grab-coffee/id1530864140?i=1000558783821

Timestamps:

  • 00:00-11:33 – Intro (catch up / followup since 2020 / pandemic stuff)
  • 11:34-15:35 – being wary of hiring more staff because of covid, team structure for production companies
  • 15:36-29:21 – Personal Branding
  • 29:22-48:23 – The Influencer Project, making time for personal branding
  • 48:24 – Outro

Social Media

Produced by LAPSE PRODUCTIONSwww.LapseProductions.com

Transcript

00:00:00:00 – 00:00:12:19
Dario Nouri
Welcome back, everyone, to another episode of Creatives Grab Coffee. Today we have an old friend of the show, Jon Corbin, from Corbin Visual. Okay. So, Jon, for the people that haven’t watched the previous episode that you were on, why don’t you just give us a little.

00:00:12:19 – 00:00:19:02
Jon Corbin
What are you. What’s wrong with you? What’s the thing about the show? Who else are you watching? There’s nobody.

00:00:19:02 – 00:00:22:15
Kyrill Lazarov
As the first guest of a Creatives Grab Coffee Like, Come on, you got to start with.

00:00:22:21 – 00:00:23:21
Dario Nouri
Yeah, you got to start with that.

00:00:26:02 – 00:00:39:09
Dario Nouri
No. Yeah. John. John is actually our first guest. I don’t know if people know that. So it was really good to have you on that time. Remember that? Just asking you, I was like, man, we need people. I don’t know who to ask, but wondering. Okay. John for sure would be down for this.

00:00:40:21 – 00:00:57:22
Jon Corbin
Why not? It’s all fine. It’s all you know, we we don’t often get to interact outside of doing shoots together and stuff like that. Like to carve out an hour to just kick it and talk shop. I mean, it’s all good. Like, it’s it’s fun for me, at least. I love hearing myself talk.

00:01:01:09 – 00:01:05:15
Dario Nouri
Well, you know what? If you’re a little off hearing yourself talk, then why you just give us, like, an intro on who you are?

00:01:05:18 – 00:01:38:09
Jon Corbin
Sure. My name’s Jon Corbin from a video agency called Corbin Visual. I’ve been in business. I don’t know, ten, 15 years at this point. And we’re in the, I’d say kind of commercial, social and corporate space. We do really have a wide variety of clients and and project types and all sorts of different formats animation, scripted, unscripted, VR air.

00:01:38:10 – 00:01:52:20
Jon Corbin
I mean, we really we really do a lot of really challenge ourselves to make sure that we’re being on trend and innovative and ultimately to the benefit of our clients.

00:01:53:00 – 00:02:13:19
Kyrill Lazarov
So when we first last spoke, it was somewhere like towards like the somewhat the start of the pandemic. And we were all trying to kind of figure out and navigate how things have been right. And now it’s been pretty much we’re winding down kind of like towards the end of the pandemic. It’s like we’re it’s almost like a check in of like how everyone was doing during all of it.

00:02:13:19 – 00:02:22:19
Kyrill Lazarov
So how was how did you find navigating throughout it? Did you find that there was like a huge influx of work coming in? Were there any particular challenges that you noticed or anything like that?

00:02:23:00 – 00:02:48:11
Jon Corbin
I think a lot changed once there was government and industry guidance. You know, the film TV production industry was one of the first to get back to work I think because they just wanted slash needed to tax dollars. Right. But but we had regulations in place really quickly. I mean, I’d say within six months doesn’t mean that the floodgates opened back up that quickly.

00:02:48:11 – 00:03:21:23
Jon Corbin
But we could say with confidence to clients that, hey, not only do we have permission to work, but here are the government’s industry’s rules in terms of how we’re going to operate safely. So I really have to commend definitely the folks, whoever’s on the board, ship that board. I’m sure lots of film boards. You know, they worked really hard to put together a comprehensive, like frickin 100 page Bible about how to do this safely.

00:03:22:08 – 00:03:52:20
Jon Corbin
And with their support. Yeah, we were able to get back to work a lot faster than other people. I you know, I still think it’s slowly picking up momentum. I certainly wouldn’t say we’re back to pre pandemic activity and energy, but I think you would agree that video and content is it’s in a really good place. We picked a good industry to be in and it will certainly survive I it’s going to survive.

00:03:53:20 – 00:04:19:16
Jon Corbin
If it can survive a global pandemic, it can probably survive a lot of loss, loss kind of impactful event. So yeah, we’re definitely this year feeling a lot more energy, a lot more momentum, a lot more business. But I wouldn’t say it’s I wouldn’t say the tidal wave of a business just yet, but it’s it’s getting there.

00:04:20:07 – 00:04:44:03
Dario Nouri
Yeah, I think if anything, the pandemic kind of improved, like the importance of video, because before then it was kind of like, okay, people need video. But it wasn’t until the pandemic hit that I think companies realized how important it is to have video content out there to be able to communicate messages to not only like their clients, but audiences as well.

00:04:44:03 – 00:04:46:05
Dario Nouri
I think the pandemic really solidified that.

00:04:46:16 – 00:05:11:18
Jon Corbin
Yeah. I mean, it was like it was always like one of the mediums that converted with the most success. Like, I think it was it was not not sexy and appealing, but for the pandemic. But certainly now it’s I mean, it’s not do you have a video strategy? It’s what your video strategy. So definitely yeah. Mean more important than ever for sure.

00:05:12:03 – 00:05:38:06
Kyrill Lazarov
It’s like the new website. It’s like it’s like the new like so what’s your website? You know, like everyone has a website at this point and almost this point. And so almost expect is like, what is your video strategy? What are you planning to do? It’s almost to that level of importance almost now. And during during the course of the pandemic, what was like probably one of the most challenging undertakings that you that you took that might have been unique to you or potentially that you noticed within the industry.

00:05:38:12 – 00:06:04:22
Jon Corbin
Keeping the people around me like motivated and close to me was difficult. It was much easier to do that with like crews and freelancers who would check in but I, I certainly didn’t have like I don’t have like a fiduciary duty to them or any type of contractual responsibilities to fulfill but I mean, I just feel for them because they’re my people, you know, they help me get my work done.

00:06:04:22 – 00:06:19:07
Jon Corbin
And even though I wasn’t busy, I, you know, when they’re checking in, hey, you got anything I felt that too, because I, I want these people to feel safe and secure, and I want them to feel like I have work for them.

00:06:22:00 – 00:06:55:18
Jon Corbin
And to not be able to keep their schedule full is a challenge for me because I need to keep my relationships strong on my cruise. And but more importantly, certainly like my staff, it’s like, all right, like, we’re all on board to work on ourselves and our sales material and our website and brand. We did that. Like, we worked so hard on it, but it’s, you know, and inside in my head as a business owner, it’s like, like, I know I’m excited and motivated to kind of come out of this stronger than we went in.

00:06:55:18 – 00:07:29:22
Jon Corbin
But are my are my staff are my colleagues feeling that same energy or they’re I starting to wonder and wonder, hey, maybe this company won’t survive. I don’t know. But, you know, listen to their credit and like, they see people always posting on LinkedIn, more specifically LinkedIn, just about how important people are and what it feels like to feel supported and I don’t know, just have I kind of like warm and fuzzy corporate speak.

00:07:30:17 – 00:07:58:09
Jon Corbin
I felt that like I love the people who I work with and there was no shortage of laughs, no shortage of ideas to share. And even when it wasn’t client work and the the path forward wasn’t entirely clear, they were just as motivated and, you know, just gung ho like I felt I could feel their passion for the business.

00:07:58:09 – 00:08:19:16
Jon Corbin
And that really inspired confidence in me as a business owner who’s like, certainly every business owner felt a little bit insecure across the pandemic about their people and their resources. And and I really I really can’t say enough about, you know, my staff that they were just like they made me feel good about what we were doing together as well.

00:08:20:00 – 00:08:41:10
Jon Corbin
They weren’t a burden. They were in fact, like my my salvation you know, because I’m sure a lot of business owners just did. It wasn’t a good feeling. So that was hard. That was the hardest part of dealing with the people. And being able to have an eye on the future together as a team. And we’re all still here.

00:08:41:10 – 00:08:48:14
Jon Corbin
And, you know, a big part thanks to their contributions. And they’re just they’re there. Well, you know.

00:08:49:01 – 00:09:06:10
Dario Nouri
You have it being being a strong leader in like uncertain times. Like, like I was before with there’s like an invaluable quality because again, like, people are looking up to you and, you know, even if you’re not sure about the future, you still got to put up a front and like, just pretend like, you know what, it is going to be all fine.

00:09:06:10 – 00:09:26:04
Dario Nouri
And it’s it must have been tough, you know, I mean, like with us is just Carol and myself, like we have freelancers, but it’s like it was just us. We had to keep each other motivated. That’s why we kind of started with like this podcast back then that kept us, like, creating content. And then slowly everything kind of just yeah, everything kind of just came at us at once.

00:09:26:04 – 00:09:44:10
Dario Nouri
Luckily, as soon as it’s funny, as soon as we launched the podcast is when, like, all the work came back full flux. And in 20, 21 we were doing, we did pretty well as well. But I can only imagine if we had other people that were dependent on us, like those first couple of months where we had like no work rolling again, I would have been a tough struggle.

00:09:44:10 – 00:09:45:19
Dario Nouri
I can only imagine or.

00:09:45:20 – 00:10:12:14
Kyrill Lazarov
If you had it booked because like, like for example, we had a few projects booked in as well. And then having that commerce like luckily the ones that we had booked was mostly just relying on Dario and myself. So, you know, we were the only ones crying at that moment. But like whereas in your case you probably might have had like a few projects lined up where like some crews are already set up studios or rented out, things are probably prepped to go and then all of a sudden just like a hard curtain on everything, you know, like no pun intended, on that.

00:10:12:14 – 00:10:49:05
Jon Corbin
But yeah, I think like, I believe that’s like universally true. Like people’s true colors shine when there’s conflict when everything’s peachy keen and it is rolling in, there’s money to go around. Everyone, you know, everyone. It’s all good. Everyone’s happy, you know, and I think that, you know, when things really started to go sideways, everyone got the sense that this is not like the last time there was some type of industry disruption, like a shortage on and filters or something, something like that.

00:10:49:05 – 00:11:10:22
Jon Corbin
Like this is different I, I think those, those are the, those are the moments where the opportunities and your relationships are either emboldened or lost. You know, because if you tried to be the guy who was on, I got this contract and you’re going to pay me come hell or high water, they may have paid, but they probably wouldn’t be there.

00:11:11:09 – 00:11:30:16
Dario Nouri
So obviously you had kind of like a difficult moment with, you know, lack of work coming in and having to keep your employees motivated and optimistic for the future. I’m just wondering if that’s maybe like like, let’s say in the future, you wanted to increase the size of your team. Has given you any hesitancy towards that?

00:11:30:20 – 00:12:01:13
Jon Corbin
I mean, it’s a valid question, but I think hiring is a strategic decision, and I don’t think that I would hire anyone if I didn’t have if I can make a business case for them. I mean, obviously, people could be like go to all right, if if if times are tough and I wouldn’t hesitate to hire again if I could justify their role.

00:12:02:01 – 00:12:35:20
Jon Corbin
I mean, if it wasn’t keep in mind, like we are in a very like full time freelance industry, right? So I think it’s more common for the size of the company to expand and shrink based on the project. Then on your suite of services that you offer clients so because I’m it’s a little indirectly, but if what you’re saying is, are you scared it would you’d have to fire someone or something like this happened again or it would cost you too much money or something like that.

00:12:35:20 – 00:12:49:04
Jon Corbin
Like no, man, like that’s that’s entrepreneur. LaTourette you know, you got to entrepreneurship is about, you know, you make you make big bets and and you live with them and react to changing circumstances.

00:12:49:16 – 00:12:58:23
Kyrill Lazarov
Just for context for our listeners like how big is your team at this stage? Like in terms of like full time versus like people that you bring on freelance?

00:12:59:22 – 00:13:35:20
Jon Corbin
Yeah. So right now we have three full time staff and I’d say two full time freelancers that is say these are the people who do all our work and like shooting and and production support. And then the production team you know, it is you correct based on whatever the job needs. But there are certainly regulars that that we work with but that are not on payroll, if that’s the question.

00:13:35:24 – 00:13:36:06
Jon Corbin
Yeah.

00:13:37:04 – 00:13:58:11
Kyrill Lazarov
Yeah. Because it’s, it’s interesting just hearing like how like with all the different companies that we’ve talked to like how like there’s the common thread is that a lot of people have like a small core team of like maybe three to five people at Max that are full time and then like you said, depending on the scales of projects, you know, it can go up to like ten, 20, 30 people of crew depending on what’s needed.

00:13:58:17 – 00:14:21:23
Kyrill Lazarov
Or it could be just as little as two or three people as well. And that seems to be that seems to be kind of like where the industry has kind of started to shift towards because of especially when it comes to all this uncertainty right. It’s not not everyone can run a full fledged agency on John Street downtown, you know, with two floors filled with like 300 staff not is not as common anymore.

00:14:22:22 – 00:15:08:08
Jon Corbin
Yeah. But I think you also see a lot of agencies being kind of sharp with their hiring in the way they hire a three month contract we do the contract. You know, it is an employee’s market. So I think agencies can get away with a bit less than they used to in terms of how they structure employment, employment arrangements, but yeah, like I’d say in the business of production, like production services and production management, unless you’re unless you’re in TV or film that has its own requisite like structure versus corporate commercial video production in dot lane of a lane that we are in, I would say that the make up of companies are probably quite similar

00:15:08:09 – 00:15:10:23
Jon Corbin
Um, in terms of how they staff and crew.

00:15:12:07 – 00:15:38:18
Dario Nouri
Mm hmm. I did the John during the time that we’ve well in the time since we’ve done the, the first episode which you, I’ve been seeing on LinkedIn and Instagram, that you’ve been doing a lot of branding for your company and I personally like what you’ve been doing. Can you tell us a bit more about that because it seems like you’ve been shifting more from like, like actually, can you explain it a bit because it’s actually tricky for me to explain.

00:15:38:23 – 00:16:14:13
Jon Corbin
Sure. If I know what the heck I’m doing. Yeah. So I think what you’re referring to is that we we refreshed our website. We refreshed our like our brand I.D., our colors, our fonts, the way in which we publish content and even the voice through which we publish content. So, yeah, since I’d say the start started 20, 21 or mid first few months of Q1, maybe 20, 21, there’s just been a more cohesive approach to the way that we communicate with the world.

00:16:14:13 – 00:16:46:23
Jon Corbin
And I guess one would call that your brand, although, you know, I think clients, clients perception of all those things is probably brand too. But that was something that the opportunity that I found during the pandemic, which was to kind of come out of this and say, okay, like if shit can go sideways at any moment, right? Like might as well do things that make you happy today.

00:16:46:23 – 00:17:17:18
Jon Corbin
There’s like a really good Jim Carrey quote from a convocation speech he gave gave at one point, which is like it’s in my head of it’s kind of like, you know, my anyway looking up Jim Carrey convocation speech. It’s a great speech, you know, as a creative guy, but it was me getting all distracted I decided that or that the insight that I had that moment, my aha moment was like, everyone’s got a video girl or a video guy.

00:17:20:00 – 00:17:47:03
Jon Corbin
Video services are more or less commoditized, cameras, editing sound, whatever animation like. Those are things that are more similar than dissimilar across companies. It’s more sober reflection of the talent or skill of the individual who’s doing the work. But the core of it is the same head and shoulders. Interviews are okay. Everyone does it more or less, more or less the same.

00:17:47:14 – 00:18:20:05
Jon Corbin
And I decided that it was more important to lead with my values, lead with my vision, lead with the things that really get me up in the morning. And have that be the manner and the lens through which and microphone to which I represent myself online. I think for too many years every video production company and their mother represents themselves through their work and their their demo reel.

00:18:20:07 – 00:18:52:17
Jon Corbin
You know, it’s usually edited to an Imagine Dragons song and to me, and that’s all well and good because some people just want quality. But if I wanted to level up and attract and engage more sophisticated clients, I needed to be able to more succinctly communicate what I stood for, why I’m different, and what gets me excited. Because I think from a creative services partner, they love clients, love that, you know, when you’re excited about their work and you love what you do.

00:18:52:17 – 00:19:39:17
Jon Corbin
And I bet on the fact that the more authentically I present myself to the world, the more likely I am to attract people who want to do business with a guy like me. There’s plenty of video, talented video people out there, but I think the success of relationships and long term relationships is all about the human connection. And so it became much more important to me to lead that human side of our business than it was to Look, I’m showing my videos are because that’s that makes for a much stronger foundation for long term success than simply saying, look at how high quality my bro lives, for instance.

00:19:39:17 – 00:20:12:20
Jon Corbin
And I think clients are becoming wiser, too. You know, you can whatever got you to where you are today isn’t going to get you to where you want to go tomorrow. And you constantly need to be reevaluating and reassessing who you are and what value you provide to both your clients and like the world at large. I think we’ve all become a little bit more self-aware in the past couple of years and I certainly leaned into that in terms of how I reinvented myself or whatever the company and certainly not by myself.

00:20:12:20 – 00:20:31:03
Jon Corbin
Like with the folks I work with and in how we how we came back to market. And I feel really good about it now and feel really confident about it now because like what you see is what you get. I don’t know. I’m not like listing my whatever. I won’t, I won’t I won’t call any anyone else’s practices out because it’s not about that.

00:20:31:03 – 00:20:37:16
Jon Corbin
It’s about being true to yourself. And I’m just more comfortable and confident than ever in myself.

00:20:38:05 – 00:20:59:03
Kyrill Lazarov
It’s hard to kind of like gauge sometimes with like, but those types of like companies that just like showcase their work which is good. It’s good to let your work speak for itself as an element. But one thing nowadays is that you have to kind of also sell yourself, sell, sell your personality and I think a lot of the time, if you think about like when you’re looking to work with people, what are you looking for?

00:20:59:04 – 00:21:30:04
Kyrill Lazarov
You’re looking for people that you want to work with. You’re looking for people who you can connect with and click with the work can kind of evolve over time. You know, I’d rather work with like, say, for example, an editor who’s like fresh out of school but like has an eagerness to learn wants to do the work, you know, and has the passion for it and the energy rather than an expert who is very like rigid and like doesn’t want to, like, deviate from like certain things or like pitch ideas or, you know, like get excited about anything like that.

00:21:30:04 – 00:21:45:03
Kyrill Lazarov
You know, it’s it’s all about the energies that we’re trying to kind of feed off. Like, you like you mentioned. And one of the best ways to do that is to showcase it like through your branding. You know, that’s why branding is so important. It’s like, what is your brand identity? Why like how can people connect with you?

00:21:45:03 – 00:22:02:16
Kyrill Lazarov
How can they understand who you are? And it’s that is very key. And that is definitely like one thing that we noticed early on in the pandemic that we needed to start focusing on as well. And a little bit of this show is kind of why we’re trying what we’re trying to kind of do, you know, like let people see who is behind Laughs Productions as well.

00:22:02:16 – 00:22:16:14
Kyrill Lazarov
You know, like we we love like just talking to other creatives in the industry, you know, getting to know them, for them to get to know us, you know, for us to network, you know, like, I mean, there’s not that many places online where you can see people just, like, openly networking like this in a way, right?

00:22:17:23 – 00:22:48:05
Jon Corbin
Yeah. Yeah. I think fun to add some flavor to that. I would say, you know, if you think about if you think about like in terms of like the sales conversation about why someone might want to work with you, you know, the first thing that an agency or a client is going to to do is they’re going to say, okay, what do we need to solve and how are we going to solve it?

00:22:48:24 – 00:23:16:03
Jon Corbin
And and video is how. Right. And then and then I just take the same approach was like I don’t know what I’m going to do is provide you a structured video service or creative, you know, creative set of creative services. And then how I’m going to do it is the idea or is the creative execution and I stop having I used to get excited about like throwing lots of ideas in the first phone call.

00:23:16:03 – 00:23:47:09
Jon Corbin
I just I’m just an excitable, creative guy like that. But I I know now first I want to talk about like, what do I do? You know, what is it like to work? What are you going to get from working for me? Like creative notwithstanding and then if there’s a sense, you know, if we date, okay, then we can married, you know, but I want to, I want to, I want to be able to make the connection that’s not exclusively rooted in the quality of our camerawork.

00:23:48:15 – 00:24:17:07
Jon Corbin
So so yeah, like just people first. And there’s so much funding and the people are awesome, you know, like we get to work with so many different types of people and personalities, and that’s what’s kind of become one of the things that makes me most happy is just coming through for people because, you know, to make them happy and they can smile or emote based on your kind of whatever experience together is, I mean, that’s rewarding for me.

00:24:17:19 – 00:24:35:03
Kyrill Lazarov
Yeah. And honestly, like, one of the best ways to also do that is by exploring your own content as well, because that is like it’s hard to kind of show your personality also in your work. Sometimes when you’re working with clients who have very specific marketing guidelines, or, you know, like that, there’s a certain type of video they need to make sometimes.

00:24:35:21 – 00:24:51:24
Kyrill Lazarov
Yes, you could do it to your, to your style or your abilities, but it’s a little bit harder to convey to people who is who are the people creating it and that. And one good way to do it is creating your own content. And one thing we noticed over the pandemic is you especially. And if everyone we know has created a.

00:24:51:24 – 00:24:52:15
Jon Corbin
Whole.

00:24:52:15 – 00:24:59:04
Kyrill Lazarov
Heck of a lot of content I got just earlier today, I was just browsing through your of me, oh my God, this guy has really.

00:24:59:04 – 00:24:59:12
Jon Corbin
Made.

00:24:59:12 – 00:25:08:24
Kyrill Lazarov
Quite a bit. You have like five or ten different series of videos that you’ve created. This where they tell us a little bit about that, like what was the motivation behind all those types of videos?

00:25:09:06 – 00:25:33:17
Jon Corbin
Yeah, we’ve done a lot I appreciate you noticing that there are different reasons for doing it. The beyond wanting to find our voice visually and creative. That’s a big part of it, right? Like, what is the one thing you come to court in visual for that you will get better than anyone else anywhere else, right? Like, what does your what is your what does your content look like?

00:25:33:17 – 00:26:14:22
Jon Corbin
And so, you know, ask my question, okay, well, if I was going to create content for my company, what would it look like? So that’s what we did. We create a company and we created the team, created content for visual that represented our brand and our voice. So that was very much a brand exercise at its core. And then the second kind of insight and second shows on that for the content was wanting to get away from search engine business and get more into word of mouth business.

00:26:14:22 – 00:26:56:15
Jon Corbin
Because as we all know, the word of mouth business is better, it closes faster and is usually of a higher caliber and so as opposed to buying Google ads, and I apologize in advance because I know you guys do a lot of SEO work so there’s a lot of everyone’s got their own logos on. I don’t want to come across around where I just want to see my trade, which is like I would rather make a free video or collaborate on a project for somebody and then become a trusted creative services provider for them.

00:26:57:06 – 00:27:28:11
Jon Corbin
I would rather work on that relationship than go spend X amount of dollars on Google to try to convince people who have never met before that I’m a trustworthy guy. Right. If you can strengthen and grow your circle of trust, word of mouth marketing and referral will follow. And I’ve already experienced that where people reach out to me and they’re like, you know, everybody else.

00:27:28:11 – 00:27:46:04
Jon Corbin
How do you how did you hear about it? But I said, Whatever and it’s I was like, you know what? I don’t I don’t really know. But I think a friend you think you were you worked on a project with a friend of mine, and that might have been a collab like a professional collab, or it might have been a proper project.

00:27:46:04 – 00:28:18:06
Jon Corbin
But that reaction or that answer tells me that whatever I’m doing is having the desired outcome, which is to just create more buzz and more awareness by doing by practicing what I preach. There’s so many amazing marketing opportunities and techniques out there, but I felt that my brand was unique enough that it would attract clients. And so I was not going to be able to do that with a Google.

00:28:18:06 – 00:28:47:18
Jon Corbin
I could only do that visually. And so between my professional network and the influencer network that we’re working with, I just said, Hey, I, I’d rather walk the walk and talk the talk. And that continues to be kind of one of my core values as well. So she would, I don’t know if that answered your question, but at its core, it was a brand exercise and a word of mouth marketing exercise and continues to be.

00:28:47:18 – 00:28:54:20
Jon Corbin
And frankly, I enjoy it. So it’s not like it’s not a burden at all, like it’s just it’s a good time.

00:28:55:06 – 00:29:00:13
Dario Nouri
Why don’t you tell us a bit more about the influencer project that you had going on yeah.

00:29:00:13 – 00:29:32:09
Jon Corbin
So it it was and continues to go on. And our goal was to just kind of network and collaborate with the biggest influencers in the city. And some of them are national, but, but they’re more Toronto. And I mean, the idea was very simple, you know, like we bring them onto a set, you know, give them the professional treatment that, you know, we do like what we do in our industry is lights, camera, action, makeup, wardrobe, all that jobs.

00:29:33:03 – 00:29:54:16
Jon Corbin
And in return, if I do a good enough job making them look good, then they’ll share my content with their audience and hundreds of thousands and millions of people in some cases. And so that’s really what we strive for as creatives. I want people to see my work. That’s what we want. We want an audience. All creatives want an audience.

00:29:55:04 – 00:30:19:23
Jon Corbin
So who’s got bigger audiences and influencers? And I’m like, All right, well, how can I provide value to people that already have the reach and to me, I was with production value and just giving them a film experience that they probably don’t usually get in their own bedroom filming on an iPhone. They probably get the serotonin. You know, it’s serotonin.

00:30:19:23 – 00:30:54:02
Jon Corbin
What’s that? What’s the what’s that? Serotonin whatever. With the finger likes. They like the likes. But I try to give them something they don’t always get and out of it. We made great content, a lot of reach impressions or just random likes and comments from content that’s months old at this point. But ultimately, like, these are good people and I’m glad to have made a few fast friends and many who I just stay in touch with because they offer me a perspective on content that I I don’t quite have myself.

00:30:54:23 – 00:31:08:00
Jon Corbin
And so I just I think there’s a there’s a lot of mutual benefit there and having them on short hand, if I need them on a project is pretty decent second place or third place or whatever.

00:31:08:21 – 00:31:29:19
Dario Nouri
I remember when you first started posting about that, I was like, Oh, okay, I guess he’s starting a new service where maybe he’ll utilize these influencers and then maybe pitch them to businesses, right? And it’s like Okay, I can create video content for you and I can create it with these influencers, and then maybe I’ll partner with a marketing agency and I’ll pump it out for you.

00:31:29:19 – 00:31:31:17
Dario Nouri
That’s what I thought you had going on at the beginning.

00:31:32:21 – 00:31:45:17
Kyrill Lazarov
That something kind of like what you had in mind or was there like because you just basically started creating content. Was there like an overarching kind of goal at the beginning or was the first goal just to start creating content first and foremost?

00:31:45:21 – 00:31:54:00
Jon Corbin
First of all, a quick plug for the arcade. Don’t see a home to Canada’s most beloved creators. You want to see someone’s content? Go check it out at the arcade. Okay.

00:31:54:11 – 00:31:55:05
Kyrill Lazarov
Yeah, go check it out.

00:31:56:01 – 00:32:27:17
Jon Corbin
Yeah. There at first it was we felt that the quality of our work was good enough. Right? And one of the more limiting factors was its reach. If more people just saw our content in the way that we produce, it would have a positive effect. On our business, reputation, etc.. So in order to find an audience, you can do that two ways.

00:32:27:17 – 00:32:52:21
Jon Corbin
You can. It can be organic or can be paid. And we went to the organic road because we know, as I said, a word of mouth marketing, if this person with a million followers says, these people are cool, well, they’re probably cool or they’re at least cool to their particular audience. So at first it was just an exercise of coming up with the video formats and ideas that would celebrate these creators that would showcase their unique skills.

00:32:53:03 – 00:33:32:07
Jon Corbin
Truly, like I have to be valued for working with them because I need to make them look good. I don’t win unless they win. So I had to find ideas and create video formats that would celebrate their accomplishments so that insight plus their reach, provided I did a good job, was the formula. Corbin Visuals creativity plus influencers reach will equal virality, brand recognition, success, whatever, whatever so that is what that was the core thesis.

00:33:33:10 – 00:33:49:00
Jon Corbin
And then once we started filming everything, we’re like teams. Like there is hours and like, you know, once you get these key points, get an actor on site, you’re like, You know what? Give me a few more lines and give me a few takes and give me a few options. And so we just started to build this database with them.

00:33:49:00 – 00:34:14:16
Jon Corbin
That was truly a collaboration. You know, when you got a good actor on set, you’re like, Everything you’re giving is gold. Like, this is great. That’s how I felt with these people. They were just so used to the camera, and it was such a delight to have performances that honored my creative ideas. And so once I saw how much volume there was, I was like, Dude, this is more than a few Instagram posts.

00:34:14:18 – 00:34:34:03
Jon Corbin
I was like, You know what? I’m going to turn this into a home for collaboration for other influencers to collab together, because across the pandemic they were not seeing one another. And also for companies like ours to just collab, we’re going to just do cool stuff together. And then it just one thing led to another and it turned into a website.

00:34:34:14 – 00:35:02:09
Jon Corbin
It turned into a bit of a brand. And to your point earlier, Dario has now translated into opportunities to leverage those networks to provide to add like a distribution element to our content. Right. And so it’s really I’m not I’m not trying to be an influencer. And just like these people don’t need me for business right? We’re talking about millions of these are low level people in the influencer community and circles.

00:35:02:09 – 00:35:26:09
Jon Corbin
But do I have a hopefully have a built in relationship of trust with them whereby they’re going to answer my phone call, you know, and participate on a project having to date? The answer’s then. Yes, but but but again, it’s like just to be able to connect more dots for my client, my clients add on that organic distributor and reach to projects.

00:35:26:21 – 00:35:44:19
Jon Corbin
It’s just it’s proven to be like a really valuable asset. But I’m not again, I’m not trying to be racking influence like I’m a content producer, but that’s a wonderful talent and distribution element that is really second to none.

00:35:45:11 – 00:36:03:20
Kyrill Lazarov
That’s awesome. And like getting involved with, like, all these different kinds of like influencers is definitely like a good way to kind of get yourself propped. Initially you know, to get a bigger outreach, like you mentioned, but with so many different ideas that you’ve already explored with your content, like how do you, how do you, how did you start kind of coming up with them?

00:36:03:20 – 00:36:23:04
Kyrill Lazarov
Because you have various different kinds of topics that you cover. What was it like, like the like a boss series you had or who were you? Yeah, yeah. Who’s the boss? That’s the one. Like, you have those ones. Like, how do you come up with like, all right, this is the next series that I want to do. Or how many videos do you envision per series kind of thing?

00:36:23:11 – 00:36:30:13
Kyrill Lazarov
Is a YouTube channel on the way or something like that? Is Corbin, you’re going to become a YouTuber, you know, like what, what, what’s, what’s coming?

00:36:31:05 – 00:37:13:05
Jon Corbin
Well, there’s a few questions in there, but the first being How do I come up with the ideas? I think there are themes that I like to explore. I believe that LinkedIn is a huge and wonderfully blank canvas to be creative on LinkedIn. I’m talking about the professional content that was the boss style content. I wanted to find a way to celebrate corporate culture in a manner that was not stuffy, that felt modern and cool and creative, as opposed to traditionally a lot of stuff you see on LinkedIn.

00:37:13:05 – 00:37:38:12
Jon Corbin
Like, I don’t know, it’s fine, it’s not my cup of tea. So I just saw an opportunity there to bring my brand of content onto LinkedIn, which started out at least to see the originals projects, which are, you know, for lack of a better description, like BuzzFeed for business, you know, just like fun, snackable conversational content for the workplace.

00:37:38:14 – 00:38:03:04
Jon Corbin
Where is that? Why doesn’t that exist? It’s wild. And so that’s where I saw the opportunity and that was created through that lens that I, I dated with the team. I’m, you know, we’d have our brainstorming sessions and just kind of land on something that, that works. So conversational snackable content for business that was the first insight that drove me in.

00:38:03:04 – 00:38:37:18
Jon Corbin
The second way was like repeatable processes. If I want to produce content at scale, I need to have repeatable processes and so every time we would explore a format or an idea, we would talk about, okay, what can be made efficient and what will take a lot of time, right? And so we had to operate in formats and ways that allowed us to create predictable workflows to our collaborators because it is easy for them and and both efficient workflows for us.

00:38:37:18 – 00:39:05:19
Jon Corbin
That would take a lot of time to, to produce. And, and then the final thing, who’s the boss specifically, which is kind of like like a workplace for those listening, you can see them on your measurement conference last week, see the originals as the top, but also important visuals like page which is like coming out of the pandemic or throughout the pandemic.

00:39:05:19 – 00:39:30:07
Jon Corbin
I think we all developed a sense of humility, right? Which like, hey, everyone from your housekeeper to your server to your boss, everyone’s a person you know? And I don’t think that we ascribed a lot of human characteristics to the people in our life that we didn’t interact with on a day to day basis. And the boss was one of them.

00:39:30:07 – 00:39:50:10
Jon Corbin
You saw all these bosses just being humble. And to me that was like, man, these these bosses are real people, too. Why are they all so stuffy online? Like, where where are the opportunities and ideas that just celebrate their humility and the fact that they lose their phone chargers and they show up late to meetings like that’s normal.

00:39:51:00 – 00:40:13:03
Jon Corbin
But I think in a traditional corporate sense, you just imagine them in suits, you know, speaking in full sentences so that was the insight that drove the Who’s the Boss series, which is how can we come up with a way to just humanize the boss? They’re not the scary corner office people anymore. Especially in tech. You know, these are just fun, silly colleagues.

00:40:13:17 – 00:40:42:00
Jon Corbin
And I wanted to do something that celebrated that and so through workshops and feedback sessions and team brainstorms, we we came up with the format and it’s and it’s the most fun. It’s proving to be the most successfully successful format that we publish I’m sorry if I was like a mouthful, but but I don’t often get to talk about all the, all the fun thinking behind why we do things.

00:40:42:00 – 00:40:48:17
Jon Corbin
I usually just, you know, publish the final thing. And so you guys like it world’s internet. Do you like it? Please.

00:40:49:12 – 00:41:09:13
Dario Nouri
I’m just wondering how do you like I know you mentioned you had to figure out a way to find the time to fit this stuff into your schedule. Well, how did you how do you do it? Because, like, I mean, right now we have this show going on. We have some blog video content that we’re working on for for SEO, also the blog on those and everything.

00:41:09:13 – 00:41:24:24
Dario Nouri
Like, it’s hard to, like, find the time to do this stuff, right? Especially when it’s it’s usually an extra thing that it’s not really I mean, it is needed, but it is always an extra thing. So I’m just wondering how you find the time to I mean, you create all this content.

00:41:25:13 – 00:41:52:24
Jon Corbin
Well, you make the time. I mean, it’s marketing, right? You can call the content if you warm, but it’s it’s marketing. You’re not doing this. Yeah. You’re doing this for fun because this is fun. But you’re hoping that somebody sees it and says Dario and Carol like, yeah, I’ve got a video. So I mean, whether that’s your primary or secondary motivation, I mean, that’s why we’re doing this, right?

00:41:52:24 – 00:41:57:13
Jon Corbin
Like to inspire someone else or to create new leads. Like, that’s why we create content.

00:41:57:23 – 00:42:18:24
Kyrill Lazarov
And so I think what Dario means, though, is more so how we kind of might eat into the time, especially when you’re working with client projects, because the biggest challenge sometimes we find is that we’re working on this content as well. But then also we’re we’re juggling a few client projects at the same time. So you want to like obviously pass the time or sometimes I think there’s a fire that needs to be put out.

00:42:18:24 – 00:42:21:14
Kyrill Lazarov
You know, there’s always a fire that needs to be put out kind of thing. Right?

00:42:22:10 – 00:42:40:11
Jon Corbin
But I know how bad you want, how bad you want it, how bad you want, whatever you’re chasing, because whatever I can guarantee you, there’s hours in the day if you want to. Some nights I’m not like Gary Venus right now. So now sleep and eat. Sleep, you know, gratitude, you know, that’s my was my sleep. No, sleep.

00:42:41:00 – 00:43:07:12
Jon Corbin
That’s not what I’m trying to say. But it’s like if this is important, make the time and part of like, I just but if my editor can’t do it, my associate producer can’t do it, then I’ll do it. Or at least I will line up my portion of the project. So it’s so ready to execute, so ready for the next person to execute of these content.

00:43:07:12 – 00:43:34:05
Jon Corbin
Marketing exercises are important to you then than pay for them. Why are you paying Google right? Maybe. Maybe because that has a better value. I don’t know. But you make time if it’s if it’s important and I to me there’s nothing more important than building your brand and that would come before client work. To be honest. Sometimes as long as I’m delivering on schedule that we’re agreed to.

00:43:34:05 – 00:43:53:11
Jon Corbin
But just just do it, man. Because if you don’t do it, there’s somebody over your shoulder, your competitors over the shoulder who’s going to who’s going to do it? You know, before you can you just, just make the time and it’s long as you’re whatever you’re doing excites you and makes you happy and who needs sleep you know, you just get it done.

00:43:53:19 – 00:43:54:08
Jon Corbin
It’s fun.

00:43:54:17 – 00:43:55:07
Kyrill Lazarov
Got a hustle.

00:43:55:19 – 00:44:13:17
Jon Corbin
Yeah. I always, always be hustling. You’ll meet, you’ll make the time. And trust me, you, if you want to find an excuse, you’ll find an excuse you will excuse. But those who like power through just fucking don’t get a dime yeah. That’s a good feeling.

00:44:15:00 – 00:44:28:05
Kyrill Lazarov
And as a testament to that, how roughly how many of these personal content projects did you do over the last say, a year and a half, or at least throughout the pandemic? It looked like there were too many to count, like roughly ballpark. How many did you create?

00:44:28:19 – 00:44:30:11
Jon Corbin
Like how many individual videos?

00:44:30:11 – 00:44:31:20
Kyrill Lazarov
Yeah, let’s say for example.

00:44:32:18 – 00:44:33:21
Jon Corbin
50 to 100 maybe.

00:44:34:07 – 00:44:43:00
Kyrill Lazarov
Well, I’ll look at that. That’s more than like one or two a week on average. So this guy is the definition of consistency. Yeah. Practices what he preaches will be.

00:44:43:04 – 00:45:07:09
Jon Corbin
But, but it’s consistency and efficiency, right? It’s like, I’m not going to create one asset that takes me three months. I’m going to spend one month on content that can last in three months or one week. I’m trying eight. So it’s about picking your projects in a way that will provide value. Right. And I appreciate you saying what you just said, which is like, Yeah, I practice what I preach.

00:45:07:24 – 00:45:18:02
Jon Corbin
I’m not going to try to sell something to someone if I don’t do it myself. I’d like it’s just people can see through that essentially.

00:45:18:03 – 00:45:34:16
Kyrill Lazarov
Like just the gist of that was a matter of, you know, whatever whatever you’re trying to kind of like push on to people. You know, you got to practice what you preach, you know, and that’s kind of also why we decided to start doing our own content. That was our motivation. It’s like if we’re trying to sell our clients on our content, why aren’t we using our own content for ourselves?

00:45:34:16 – 00:45:41:11
Kyrill Lazarov
You know, like we might as well do it as well just to kind of, as we mentioned, practice what you preach.

00:45:41:11 – 00:45:59:15
Dario Nouri
So yeah, like if we’re selling like promotional videos, explainer videos, that’s kind of what we’re trying to do for laps, right? That’s what we’re treating our brand as like a client. And I think one thing we’re also trying to figure out this year is more of our brand identity, which, John, you’ve already figured out with yourself is just a matter of cementing above for us.

00:45:59:15 – 00:46:04:07
Dario Nouri
We’re still kind of like testing things out and seeing what sticks and what doesn’t.

00:46:04:22 – 00:46:15:08
Jon Corbin
So you guys must be having fun doing that because it’s your baby, right? Like you get to you just you’re watering it, you know, and it’s and it’s growing.

00:46:16:04 – 00:46:30:10
Dario Nouri
And it’s good to see the progress is slowly but surely things are once you said something, emotion, you start to see the momentum that it builds up. And then after a little bit, you’re like, whoa, okay, that’s that’s pretty great. You know, like, it’s let’s keep this going and let’s see how far we can take it.

00:46:30:23 – 00:46:37:08
Kyrill Lazarov
Yeah. UPS is like a third grader right now. Corbett Visual is more like a teenager, so, you know, you got to treat it like that.

00:46:37:15 – 00:47:03:02
Jon Corbin
Yeah. Yeah, I know. I have it. I don’t think it’s about it’s about how far along are you on your own path to whatever you want to do? I think it’s too easy to compare me because I might be farther away from my goal than you are from your goal. Even though perhaps from a content marketing standpoint, visual might seem more mature.

00:47:03:14 – 00:47:26:02
Jon Corbin
In that sense. But, you know, I, you know, every, every day we’re we’re all striving towards whatever is important to us and I would not just never lose sight of that. You know, we’re just on different tasks, but like all that will happen if you just every once in a while, you know, like we cross.

00:47:26:08 – 00:47:45:12
Kyrill Lazarov
Yeah. Paths cross costly. We all have different goals. We all have different and goals that we’re trying to kind of strive for, you know, to production companies are the same. That’s the biggest thing that we’ve learned over the last year, especially doing this podcast. You know, some might seem similar, but everybody is different. And, you know, that is one thing we like to kind of keep.

00:47:46:01 – 00:48:05:06
Kyrill Lazarov
Like a message that we like to kind of keep stressing is, you know, like we’re all a community of people, you know, like all working together you know, and like coexisting really well. Our paths cross consistently, so why not, you know, meet up, share a cup of coffee, you know, share some ideas and, you know, keep hustling, right?

00:48:06:15 – 00:48:24:09
Jon Corbin
So now there’s no plan B for me. At least I haven’t had one to date. So I’m just like, yeah, man. Just always just want to be creating, like, making stuff. And I’m happiest when I’m keeping my feet moving.

00:48:24:09 – 00:48:31:18
Dario Nouri
I guess a creator, a creative person always needs to create, got to keep moving. Otherwise they’re going against their own nature.

00:48:32:05 – 00:48:33:24
Jon Corbin
Totally. Totally.

00:48:34:06 – 00:48:53:08
Kyrill Lazarov
Exactly. Well, you know, we don’t want to take too much more of your time. We’ve already hit that that one hour Mark and John, honestly, we really appreciate you joining us on the show again. It’s nice to kind of check in after a year and a half, you know, see kind of where everybody’s where everybody’s at and, you know, probably do it again in another year and a half as well.

00:48:54:14 – 00:49:21:15
Jon Corbin
Yeah, this is all good. I think what you guys are doing is great. And if anything like just for you guys, it must be therapeutic in a way to just be able to speak to other people who have similar challenges and problems as you do because I think as business owners, like it’s very easy to get into your own kind of like vortex or whatever and feel like your problems are unique and on their own.

00:49:21:15 – 00:49:37:13
Jon Corbin
But but, you know, it must be rewarding and also and also fun to just get to connect with so many like minded individuals that are on a similar like on a different path, but that also lots of crossover. You know.

00:49:37:21 – 00:49:59:15
Dario Nouri
It’s so interesting because, you know, you hear other people’s stories and the challenges they face and how they overcome those challenges. And it just really gets you to think about how you should run your business. There’s always like new topics that come up that make us go like, oh, wow. Like we would have never like thought about that unless we were in that exact same situation.

00:49:59:15 – 00:50:27:02
Dario Nouri
Right? And even that maybe we wouldn’t have thought about it. Right? So it’s just cool to see like, okay, these are, this is what other businesses are businesses are doing. And maybe it’s something that we should think about for our business. I’m not saying in terms of like, Oh yeah, we’re going to copy that exact same thing, but it’s like, okay, like if, if another business had to pivot their services to another type of services to be able to, you know, get through a pandemic, and then it worked out really well for them, that’s always something that can be in the back of our minds.

00:50:27:02 – 00:50:42:13
Dario Nouri
Like, Oh yeah, if we ever are in a situation like that, we can think about oh, you know, maybe pivoting because it worked out for that business or you know, there’s so many things. I think people as they watch the show, they’ll pick out on different things that they can think about for their own businesses.

00:50:42:13 – 00:51:05:15
Kyrill Lazarov
It’s it’s the unique decision making that I find really interesting. I think that’s kind of like what you were talking about, Dario, where even though they’ve made certain decisions for their business, you know, what were the what were their circumstances and what caused them to make those specific decisions? Because even if we run into similar challenges, maybe that doesn’t mean that we’re going to have the same decision making in terms of like what is right for us.

00:51:05:15 – 00:51:26:16
Kyrill Lazarov
It’s going to be everyone has their own way of like deciding things that are key for their business, you know, and it’s going to vary. There’s never a one size fits all solution, you know? I mean, obviously there’s 4K video, like 1080 video the standards, the basics that 24 frames per second. But the business decisions, those vary drastically.

00:51:27:02 – 00:51:36:15
Dario Nouri
Yeah. And the conversations we have are so real that I feel like it’s way better than listening to a Gary video yeah.

00:51:36:20 – 00:52:16:07
Jon Corbin
Well, I grew with this heart and growth. Growth is intentional and it looks different for everybody and everyone’s got a different risk tolerance and different, different critical thinking skills, different goals. And so, you know, I think you only lose if you stop trying, if you stop moving your feet and what you guys are doing which is taking everything you like from everything you learned, putting some in your pocket, some throwing away, some putting on the table.

00:52:16:07 – 00:52:24:02
Jon Corbin
I mean, you guys are really, you know, collecting, collecting all the Pokemon, you know, and and.

00:52:24:15 – 00:52:25:09
Dario Nouri
Now to catch them all.

00:52:25:20 – 00:52:47:24
Jon Corbin
Yeah. And listen, it’s it’s good it’ll serve you well, right? Because it’s just more information and more options. But you guys are both incredibly driven, passionate entrepreneurs and things work out for guys like you, you know, and so you just shouldn’t do this. Don’t don’t keep on going like, don’t don’t give up. I mean, this is this is all you guys are.

00:52:48:22 – 00:53:13:24
Jon Corbin
Dario, for the time I’ve known you, you know, you guys have experienced a tremendous amount of growth and just professionalism and just general approach that you probably don’t see it because you just live in it every day. And yeah, but, you know, use sometimes you got to take stock of your own progress. And it requires somebody on the outside to say, well, you’ve come a long way, you know, and and hopefully you guys can be that for one another.

00:53:13:24 – 00:53:27:14
Jon Corbin
And maybe that’s one of the benefits of having someone to someone to work with. I mean, I wish I had that. But but you know, I think you guys are doing a lot of a lot of really good things, and you never know where opportunity comes from.

00:53:28:09 – 00:53:40:12
Dario Nouri
This is where the motivational part of being a leader comes from. Anchors like you just boosted us up right now. I don’t know, man. I want to go to work right after this.

00:53:41:04 – 00:53:44:11
Jon Corbin
Yeah, I get to work yeah. Yeah.

00:53:45:00 – 00:54:02:18
Kyrill Lazarov
And the other good thing, the other thing we also want with this series is not it’s not just for us that we’re doing it. You know, it’s we’re kind of like also to try to show that, as we mentioned before, that it’s also a community, you know, like maybe there’s something that we aren’t learning, like from a particular conversation or topic or idea, but someone else is watching.

00:54:03:03 – 00:54:24:22
Kyrill Lazarov
Might have never thought of it. It might completely shift their thinking. And we’ve, we’ve noticed like even like they’re like it’s starting to have a little bit of an outreach to people outside of our networks. Which is like, oh, you know, like, that’s good to know. You know, hopefully this is content that people can learn from, you know, like from a business standpoint and also from a creative standpoint, you just never know what topic might come up that helps someone.

00:54:24:22 – 00:54:42:05
Kyrill Lazarov
So it’s like even though we’re hearing a lot like, like if we ever hear the same stuff, you know, always like when you’re when you’re organizing a shoot, you got to make sure you do this, this and this. But if we take someone else’s perspective of how they did it, that might change someone else’s thinking completely. And it’s it’s just really interesting to be able to share that with so many people.

00:54:43:07 – 00:55:02:22
Dario Nouri
We want to share the knowledge like 100%. Like we don’t believe in just guarding everything. Like we could have easily just done these like one our zoom networking sessions and just kind of left it at that never published them but it was it just seems so weird. It’s like, I like this. This series will probably help some future filmmaker grower’s business, right?

00:55:02:22 – 00:55:23:01
Dario Nouri
So and then who knows, maybe they might come on the show later on and then, you know, talk about stuff that they did differently than no one else spoke about. And maybe that’ll help someone else, right? We’re just trying to pass the information around and hopefully help someone, you know, because again, like, like Carol said, we are just one big community and we figured why not, like, help that community grow.

00:55:23:07 – 00:55:32:14
Kyrill Lazarov
Open some doors for everyone, you know, and just open peel back the curtain from everybody. You know, we’re all behind our curtains, right? And Darren are just knocking on the doors.

00:55:34:01 – 00:56:11:15
Jon Corbin
I yeah. I started even listening to some folks who is out on the podcast who’s perhaps have been in business, let’s say, for sure, than I which is just one metric. There’s so much experience. People can learn from less experience people what you guys are doing and the information that you’re publishing is not it’s not like, hey, learn from someone who’s farther along than you, because in the creative community, with the amount of possibilities, it’s about showcasing to your point area different perspectives.

00:56:12:02 – 00:56:36:19
Jon Corbin
And there’s plenty that I’ve listened and learned where it’s like, Yeah, you know what, John? You’re overthinking it. Just, you know, and perhaps somebody has what I might have perceived as a more naive view of things that they know. They’re just not overcomplicating it. And it doesn’t need to be one way. And I think that’s what that’s the beauty of all these of all this information you’re collecting is it provides everybody perspective.

00:56:37:10 – 00:57:01:10
Jon Corbin
It’s not always about giving someone a North Star to work toward, just like, well, here’s another way to address this challenge. Or Here’s a challenge that you may not have encountered yet and one way that someone dealt with it. And so I think that’s what’s that’s what’s exciting about working in the creative space is there’s no shortage of fires to put out and no shortage of sizes of buckets with tap water, Fuji water, nestling water.

00:57:02:05 – 00:57:03:12
Kyrill Lazarov
Cannon water, cannon.

00:57:03:12 – 00:57:18:23
Jon Corbin
Or whatever water. So any water, I’m saying. So, you know, I think that’s what’s also really wonderful about this exercise. Is that you guys are going through is that it’s there’s, there’s at least one thing in every episode for someone.

00:57:19:13 – 00:57:23:21
Kyrill Lazarov
Every episode we’re like that that’s a quote right there for the show.

00:57:24:17 – 00:57:46:12
Jon Corbin
No good. And there is if you have your you if you’re if you say there’s not and you’re lying, it’s just too or you’re too stuck up and you know, it’s just it’s all good stuff, man. There’s so few people making original content for the video production industry for producers is like one that doesn’t exist. It really doesn’t exist.

00:57:46:21 – 00:58:06:06
Dario Nouri
The funny story related to that. So for the first season that we did on this show, we had the toughest time trying to come up with like a description for the show because we wanted to keep it kind of more general towards like the marketing industry. But even then we were kind of unsure about what direction really the direction that we wanted to go.

00:58:06:06 – 00:58:29:20
Dario Nouri
And so actually, John, you helped us come up with the perfect direction for this show because it was helping you out of the process. Yeah, I was helping you out on a on a shoot and the podcast came up and you were describing it to Ken, your DP. And when Ken was like, what’s it about? You said, Oh, it’s a it’s a podcast on the business of video production.

00:58:30:04 – 00:58:39:14
Dario Nouri
And as soon as you said that, like, things just just clicked in my head. And I was like, Of course that’s what it’s about. I said, Okay, you told me. And I’m like, How do we not.

00:58:39:14 – 00:58:40:13
Jon Corbin
Think about how do we not.

00:58:40:13 – 00:58:41:11
Kyrill Lazarov
Put words to it?

00:58:43:08 – 00:59:04:17
Jon Corbin
But because you. Yeah, you were in it. You know, and you were, you were your way to end it to be able to recognize how simple it was. And that’s marketing, right? It’s like, how can you simplify your message in a way that’s going to connect with your target audience? And now, now you know who you’re speaking to and as a result, what to focus your topics on, right?

00:59:04:17 – 00:59:14:06
Jon Corbin
Like, I think I probably as business owners, we all complicate things far more than they need to be. And we find success by simplifying. You know, we’re telling stories.

00:59:15:17 – 00:59:17:10
Kyrill Lazarov
Just keep it simple, stupid right.

00:59:19:02 – 00:59:19:10
Jon Corbin
There.

00:59:20:01 – 00:59:33:20
Kyrill Lazarov
On that note, John, we’ve already got over by quite a bit. So we just wanted to say thanks again and hopefully, you know, in a year and a half, we’ll go by sooner than we realize and we’ll check in once more.

00:59:34:06 – 00:59:34:22
Jon Corbin
Okay.

00:59:37:06 – 00:59:37:15
Jon Corbin
Well.

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