I’ve decided to go with the Ferrari SA APERTA.  Ferrari only built 80 SA APERTAs in celebration of Pininfarina’s 80th anniversary.  This V12 monster has 660 horses under the hood, will do 0-60 in 3.6 seconds and has a top end of 211 mph.  Sticker price: only $456,000.  But let’s just say, IF you could buy one, (and you can’t), you couldn’t get it for that low, low sticker price.

To say this is a good car is an understatement.  This is a GREAT car!  So how did I get it?  Well actually, I don’t have it yet.  I called Ferarri and told them I needed it tomorrow and was only willing to pay $1,000 – tops.  So now, I’m waiting to hear back from them.

That is a perfect illustration of an unrealistic view of The Project Triangle.  The purpose of the Project Triangle is to help you find your balance between Good, Quick and Cheap.  The basic principle is simple – you can only select 2 of the 3 qualities, but not all 3.  For example you can have:

• A good quick job – but it won’t be cheap
• A cheap good job – but it won’t be quick
• A quick cheap job – but it won’t be good

This principle applies to all products and services; including video production.  Why?  Because all projects have constraints, just like the side of a triangle; whether quality, time or cost.  As such, a change to one side affects the other 2 sides – think of a rubber band.

How do we define each of the sides?

• Good - refers to the level of quality required by the project
• Cheap - refers to the available budget for the project
• Quick - refers to the amount of time available to complete the project

Through the years I’ve observed 3 important things about The Project Triangle.

1. IT’S SUBJECTIVE – Each of these qualities are subjective, which is where the potential for misunderstanding arises.  What’s good to you may not be unacceptable for me.  My idea of quick may be painfully slow to you. And your cheap may be outrageously expensive to me.


2. IT’S RELATIVE – While relative is similar to subjective, they are not exactly the same.  For example, a great home movie shot and edited by my 11 year old daughter would not pass for great in a corporate board room.  They are relative to their context.


3. IT’S REALITY - Like me and my dream Ferrari, you can’t have your cake and eat it too.  You have to be prepared to live within the constraints of your project.  Don’t fight it – it will just give you a headache and aggravate everyone around you.

The key is to understand a) where you are, b) communicate that to your video production partner so we can c) manage the project to meet your expectations.  But practically, how do you do that?  How do you make sure we’re on the same page?  Actually it’s pretty simple.

• SHOW us examples of your idea of “good”.
• TELL US what you want to spend.
• And let us know WHEN you need the finished project.

The good news is, you’re not alone.  We’re here to help you manage the process each step of the way.  Just remember…

• $1,000 is a lot of money – IF you’re buying a toy car.
• Walking into a showroom, expecting to drive off the lot with a new car is not unreasonable – UNLESS you want the SA APERTA.
• An AMC Gremlin was a good car – UNTIL you were rear-ended.

QUESTION: What’s your take on the project triangle?

In 20 years no one has ever told me that…at least not in those words.  But I have heard it more times than I can count.  It’s usually expressed in one or more of these 8 REALLY expensive phrases.

1. “We’ve got to have a video done by this Friday”.  - I know you’re in a hurry, but slow down and do it right the first time.  Because if you rush through it the likelihood of failure is much higher, which will mean it will be take longer and cost even more.


2. “It’s a simple project.  We don’t need a script”. - I’m sure it is a simple project, but not having a script can make it complex.  Just remember a script tells you more than what’s said, it determines what is shot and how, how things are budgeted, how the shoot is scheduled, what talent and equipment are required and a whole lot more.  Don’t be tempted to wing it with notes scribbled on the back of a napkin.


3. “Our audience is everyone who watches the video”. - While a lot of people may watch the video, it’s important to identify and target a primary audience.  Trying to say too much to too many people is like shooting a gun with no target.  It’s a waste of bullets.


4. “We want to use Bob in accounting, he gives this speech all the time.” - I’m sure Bob is a nice guy and a good presenter, but being on camera, taking direction and delivering to a camera lens under bright lights is something Bob is probably not prepared to do.  Let our professionals do it.


5. “We don’t need a studio.  Our warehouse will work.” - There are lots of considerations in selecting where to shoot.  We shoot in studios because of technical requirements like lighting, grid, power, sound isolation, ceiling height, room layout, etc.  Besides, the warehouse manager probably wouldn’t be happy with us for shutting down his warehouse for a several days.


6. “This video will be produced by the X committee”. - Producing by committee always takes longer, is more expensive and no one is EVER happy.  What your producer needs is a single point of contact.  That contact can then work with the committee, but don’t water down the message and it’s effectiveness.  After all, you know what they say about too many cooks in the kitchen.


7. “I don’t need to approve this, we trust you”. - Thanks for the vote of confidence, but we ask you to approve along the way, because we’re building on a foundation.  It’s vitally important that our clients see and approve each step of the process.  We don’t want to assume we’re on the same page.  We want to know.


8. “I know we’ve already shot it, but my boss looked at the script and has a few changes”. - If members of your team need input, the earlier they do that in the production process, the better.  The later the changes come down the pike the more expensive they are and the longer they take.

So, if you want to produce a really expensive video, this is the vocabulary for you.  Oh, and by the way, if you’ve got money to burn, please let Comprehensive Media be your production company!

What are some of the EXPENSIVE phrases you’ve heard?

When I was a kid we moved from Dover, TN to  Catlettsburg, KY.  Once we settled in Catlettsburg some of our friends from Dover made the trip up “North” to visit for a few days.  On the way home, they didn’t have a map, so they decided to follow a car with Tennessee tags in hopes that that car would lead them back to Tennessee.  It turns out that car wasn’t going back to Tennessee.  Needless to say, it took them a little longer than expected to get home.

Over the course of my career, I’ve worked for other companies and I wanted our team to know and be sold out to our vision.  So our purpose statement is pretty simple.

Comprehensive Media delivers a full range of video production services to help

our clients clearly communicate their message and share their story.

While I want our vision to be easily articulated, I also want our vision to be evident in every aspect of who we are and what we do.  Andy Stanley in his book, The Principle of the Path: How to Get from Where You Are to Where You Want to Be, says it this way,

It is direction not intention that determines destination.

The line between our vision and its fulfillment, (reality) – in how we serve our clients and treat one another – has to be easily traced by each member of our team so they can understand the value of their role in making that vision real.

There are 4 easy ways to make your business vision a reality:

1. KNOW IT – The vision statement in your handbook is not enough.  Your people must know it.  We recently spent a couple weeks where we discussed and practiced our vision.  We called it our “Elevator Pitch”, which is 3 to 4 sentences about who we are, what we do and why.  It’s such a great feeling to know that we’re all on the same page.

2. LIVE IT - Now that you’re all on the same page, make sure everything you do is in-line with your vision.  Live that vision out before you team.  If it’s a good day, be on-vision, if it’s a hard day, be on-vision.  Consistency here will tell them more about what you’re vision really is than your handbook can ever say.

3. TEACH IT – Every Monday morning at 8 AM CST we have a staff meeting.  The first thing we do in that meeting is discuss our convictions/purpose, ie: vision.  We don’t spend a lot of time, maybe 60 seconds, but it’s just one way we try to teach our reason for being.  The point is, we take as many opportunities as possible to “soak” in the vision.

4. PREACH IT - I grew up in a pastor’s home.  On Sunday mornings when Dad was preaching and would “get on a roll”, it wasn’t uncommon to hear someone from the congregation say, “Preach it brother”.  When I heard that, I knew my Dad was getting to the core of his message and it was taking hold in the lives of his people.  So too, we should “preach” the vision to our team.  But we can only do that if we know, live and teach it. I believe we must earn the right to preach, it’s a calling and a conviction – not a job description.  It should encourage, build up and at times, gently correct.

I’ve worked for companies with no vision.  They reacted to and tried everything that came down the pike, because they had no focus or real plan.  You saw it in the staff; tired, frustrated and unsure of where they were going.

I’ve also worked for companies whose leaders were great visionaries, but they didn’t teach or preach that vision to the “feet on the ground.”  They had a vision disconnect.  Here too you could see the same tell-tale signs in the staff; tired, frustrated and unsure of where they were going.

I wanted Comprehensive Media to be the third and best option; a clear vision, lived out, understood and embraced by all.

We have an incredible team and a great environment with a shared vision that is lived out in how we treat, honor and respect our clients, vendors and one another.  We’re not interested in being “just another company that makes videos” – there are plenty of those.  We want to be the benchmark by which all others are measured.  Is it a tall order?  Absolutely.  But we know where we’re headed.  Our only job is to live it out to our clients, vendors and team through our work and our actions.

After all, I don’t want to blindly follow the car with Tennessee tags.  I want to KNOW where I’m going.

How does your company make it’s vision a reality?

“Our team is made up of the best and brightest – people with heart, conviction, focus, discipline and talent.  People who could work anywhere they want, but choose Comprehensive Media.”

That’s the way the Team area of our vision statement begins.  But for us, we wanted it to be more than a vision, it had to be a reality.  So how did we get there?  I believe there are 4 important DOs when searching for the best and the brightest team.

DOs

1. Hire for Heart & Conviction - Find out what you’re applicant really cares about and believes in.  What are their non-negotiables?  How do they spend their time when their not at work? The discovery of heart and conviction is key to finding the right people.
2. Hire for Attitude - How do they see the world?  Is the glass half-empty or half-full?  That attitude give me a glimpse of how they will fit within our organization.
3. Hire for Fit - Once they make it through initial screenings and interviews, we have them take the DISC profile.   We want to know if they’re a high D or a high I?  How will they work with our “Influencers”?  You’ve got to know how they will fit and an easy way to that is DISC.  You’ll have to spend a few bucks, but you can’t afford not to!
4. Hire on Purpose - How do they view your vision?  Can and will they share that vision?  We’re not looking for people who simply know the vision or are willing to “buy in” to the vision.  We want people who will be sold out to the vision.  People who are all in.  It makes all the difference!

As important as the DOs, there are a few and DON’Ts that I try to abide by.

DON’Ts

1. Don’t Oversell - Don’t be tempted to make your organization look like something it’s not, because if you hire them, they will find out the truth soon enough and you’ll have to pick up the pieces.
2. Don’t Do All The Talking – Ask.  Listen.  Hear.  Observe.
3. Don’t Keep Them From Your Team - Encourage applicants to talk to and interact with your team.  It’s great for them to see the caliber of your team, but it’s also a great chance for your team to see the caliber of the applicate which also gives them the opportunity for insight.
4. Don’t Muddy The Water - Make sure you’re clear on your expectations for their role within your organization.  We do that with a detailed position agreement which includes the description of the position, the standards as well as the compensation package.  But the point is to communicate what’s expected and what you can expect of one another.

Once they’re on-board, invest in them; encourage, support and empower them to succeed.  Eat, drink, walk and breath the vision – not as a contrived paragraph, but as a reflection of who you are and what you’re about.  In the end, that says more to them about your organization than what you say.  After all, we all want the best and the brightest on our team, so hire on-purpose.  Hire for that team.

How do you find the best and the brightest?

1. Our perfect client has a clear vision and purpose.

• We want to know where our clients are going and how they plan to get there so that we can join them on the journey.

2. Our perfect client clearly articulates the desired outcome of a project.

• A client who has a clear objective for the project, is a client that can experience success.

3. Our perfect client is realistic in their expectations.

• All companies have finite resources-whether time, money, man-hours, resources, etc. A company that understands that has clarity of expectations.

4. Our perfect client clearly communicates.

• One of the greatest factors contributing to success is open-communications both internally and externally.  The better our clients communicate with us and we with them, the more we can accomplish together.

5. Our perfect client values relationships built on trust.

• Emerson said it best, “Trust men and they will be true to you; treat them greatly and they will show themselves great.”  Yes trust is earned but it’s always the best foundation.

In the end, we want the very same things from our clients that they want from us; an organization with a clear vision, defined outcome and realistic expectations and built on communication and trust.

What about you?  What are the characteristics of your perfect client?]]> http://comprehensivemedia.com/client/the-5-characteristics-of-our-perfect-client/feed/ 0 http://comprehensivemedia.com/about/the-perfect-recipe/ http://comprehensivemedia.com/about/the-perfect-recipe/#comments Thu, 02 Feb 2012 05:00:53 +0000 Joel http://comprehensivemedia.com/?p=842 You want to make a video and you’re trying to figure out which video production company to select – but they all give you the same 2 reasons as to why they are the best;

• “We have the latest technology.”
• “We’re very creative.”

To their credit, I’m sure they do have the latest and greatest gear and are creative.  But we believe our clients have the right to assume the best technology and creativity are part of the package.  After all, which clients ever expects the oldest technology and creativelessness?  (Trust me, it’s not in your dictionary).

So you’re back to square one, “How do I determine the best characteristics of a video production company?”

When I’m asked, “What’s that 1 thing that makes Comprehensive Media so special, that sets you apart from the crowd?”  The short answer is, our 1 thing is a recipe, not a single ingredient.

Confidence…

in a team with heart, discipline, focus & talent.  We only hire the best and brightest and that’s reflected in our entire approach.

Assurance…

through 21 years of service.  We’ve been around the block, we’ve made and learned from our mistakes and we know the best ways to share your story.  Always hire on the side of experience.

Solutions…

from Simple to Comprehensive.  From our SimplyVideo brand clients can choose a quick, easy and inexpensive video approach and from Comprehensive Media the types of projects which require more expertise and a greater scope of production.

Consistency…

of a process-driven approach.  We want to focus on our clients not logistics, so we place a high priority on training and an infrastructure that streamlines and simplifies the production process – benefiting ALL of us.

Quality…

through a transparent use of technology.  We believe the most important question is not, “What technology do you use?”  But, “How do you use the technology you have?”  So while we have a LOT of really cool gadgets, that’s not our focus.  They are but tools to better enable us to share your story.

Trust…

through recognition and industry affirmation.  If we say we’re good that’s one thing, but if our peers and clients say it, that’s another thing all together.  We much prefer the later.

So there you have it.  Our secret recipe in less than 444 words.

Now tell us – What do you look for in a video production company?

Disclaimer: Our recipe is freshly-prepared daily.  We don’t freeze, microwave or open from a can.

It may take a few more minutes, but we promise it will melt in your mouth!