Michael Brenner's filter for creating great content

And if you do that, then you can be successful. Quick story at SAP, they spent millions of dollars doing talking head customer testimonial videos and millions of dollars. And they'd upload them to YouTube. And if you scroll down the list, you see head, head, head, head, one view, one view, three views, two views. I mean, I think the average was three views for millions of dollars of content. And yet, if you actually watch some of the videos, the stories that the people were telling, these were customers. We didn't need to tell the story about why they bought an SAP product. They would say, you know, hey, I'm the CIO of a big company and what keeps me up at night is X, Y, and Z. And that's really interesting. If you're a CIO, you really want to know what another CIO cares about, what keeps them up at night, you just chop off that last part, right? And, you know, exactly, have it over a beer and make it a real conversation between two people like this. And, you know, it's so much more effective as a storytelling mechanism. And yet, you know, the company at the time was spending and wasting all of this money because they thought that was the right thing to do.